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Atypique Social Media Strategy – 442% Impression Growth

Les Breuvages Atypique partnered with Serotina Media to expand its social media presence across English- and French-speaking audiences while preserving the strength of its French-Canadian brand identity. Through a bilingual social strategy, inclusive content development, and community-focused execution, Serotina helped Atypique grow visibility, strengthen engagement, and build stronger top-of-mind presence across social channels.

Community Management | Content Production | Social Media Management | Social Strategy

OVERVIEW

In partnership with VIBRANT Marketing, Serotina Media supported Les Breuvages Atypique through social media playbook development, content creation and post-production, social media management, community engagement, and social listening reports in both English and French. The mandate focused on growing the brand’s digital presence beyond its established French-Canadian audience while maintaining the cultural relevance and connection that had already made the brand resonate strongly in Quebec.

The partnership brought together audience analysis, platform strategy, creative refinement, and bilingual communication to support broader brand awareness, stronger engagement, and a more cohesive content ecosystem across Instagram and Facebook. The goal was to expand reach without diluting Atypique’s existing identity and positioning.

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    CHALLENGE

    Atypique needed to broaden its digital audience to include English-speaking North Americans while preserving the distinct French-Canadian DNA at the heart of the brand. This required a careful balance: expanding brand accessibility without flattening the identity that made the brand feel recognizable, local, and relevant to its core audience.

    At the same time, the brand needed to maintain and strengthen engagement with its existing French-Canadian community. The challenge was both strategic and creative: evolve the content system, maintain the right English/French ratio, and build a more inclusive social presence that could support audience growth, increase top-of-mind awareness, and improve content recall across channels.

    Approach

    Serotina Media developed a bilingual social media approach designed to support audience expansion and community retention at the same time. The strategy focused on audience understanding, creative revitalization, and cohesive execution across content and communication.

    Serotina Media developed a bilingual social media approach designed to support audience expansion and community retention at the same time. The strategy focused on audience understanding, creative revitalization, and cohesive execution across content and communication.

    Social Media Playbook Development

    Social Media Playbook Development

    Serotina created a social media playbook that mapped Atypique’s audience segments, channel behaviours, bilingual communication approach, and content direction. This strategic foundation helped define how the brand could grow into English-speaking markets while protecting the consistency and resonance of its French-Canadian identity.

    Social Media & Community Management

    Social Media Management & Community Engagement

    Serotina managed day-to-day publishing and community engagement with a bilingual lens, ensuring that brand communication felt consistent, responsive, and aligned with audience expectations in both languages. This helped deepen connection with Atypique’s existing audience while making the brand more approachable to new consumers.

    Content Creation & Post-Production

    Content Creation & Post-Production

    Content was refreshed to feel more social-first, inclusive, and engaging across audiences. The approach expanded content formats and strengthened creative variety while preserving brand recognizability. Visual storytelling and post-production were used to improve content performance, reinforce recall, and support a more coherent deployment plan across channels.

    Social Listening & Performance Insight

    Social Listening & Performance Insight

    Ongoing social listening reports helped identify audience behaviours, content response patterns, and broader strategic opportunities. These insights informed content adjustments and helped guide decisions around audience balance, engagement strategy, and channel evolution.

    RESULTS

    Through this mandate, Atypique achieved strong gains in visibility and engagement across its social ecosystem. By pairing a more inclusive content strategy with audience-aware execution, the brand successfully broadened its digital reach while continuing to reinforce existing connections.

    Across Meta, Atypique demonstrated significantly improved performance during the reporting period, driven by stronger content resonance, improved audience connection, and a more effective balance between expansion and retention across bilingual social media channels.

    Impressions

    +442%

    Engagement

     +36.4%

    OUTCOME

    Serotina Media helped Les Breuvages Atypique evolve its social media presence into a more expansive, bilingual, and strategically cohesive brand system. By growing English-speaking reach without compromising the brand’s French-Canadian foundation, the partnership strengthened visibility, engagement, and long-term brand recognition.

    The result was a more inclusive and memorable social presence that supported both audience growth and community loyalty, setting a stronger foundation for Atypique’s continued expansion in the non-alcoholic RTD cocktail category.

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