Content Strategy
Organic Social Media Content Strategy for Sans Drinks
Building an always-on social content system that positioned a non-alcoholic drinks retailer as a lifestyle brand rather than another discount-led online store.
Overview
Sans Drinks needed social media to communicate more than products and promotions. The wider objective was to strengthen its position within Australia's growing alcohol-free lifestyle movement through entertaining, educational and culturally relevant content.
We developed an organic content strategy spanning video, static creative, recurring content formats, product education and community-focused ideas.
The challenge
Non-alcoholic drinks sit at the intersection of retail, wellness, social occasions and changing drinking habits.
The challenge was to create enough variety to maintain frequent publishing without allowing the feed to become repetitive or overly promotional.
What we delivered
- Organic social strategy
- Content pillars
- Reels concepts
- Video scripts
- Content calendars
- Recurring social formats
- Educational content
- Product-focused content
- Captions and hooks
- Community content
- Campaign integration
- Creative briefs
Our approach
Content was organised around repeatable pillars rather than individual posts. Educational content could explain products and categories, lifestyle content could show where alcohol-free drinks fit naturally, and entertainment-led formats gave the brand a more human social presence.
Results and highlights
Shifted content towards lifestyle-led communication.
Increased emphasis on video-first formats.
Developed repeatable content series.
Balanced education, entertainment and commerce.
Created a scalable structure for consistent publishing.
Why this project matters
A strong social strategy isn't a calendar filled with random posts. This project demonstrates how content pillars, recurring formats and brand positioning can create a recognisable social presence that supports long-term brand building.
Could we do this for you?
If your brand has the same problem, the answer is almost always yes, and the shape of the work would be scoped to your catalogue, your market and your budget rather than copied from here. Email hello@draftrooom.com, start a chat, or schedule a free call. We reply within one hour during working hours, and always within two.
Frequently asked questions about this content strategy project
What did The DRAFT ROOOM do for Sans Drinks?
Building an always-on social content system that positioned a non-alcoholic drinks retailer as a lifestyle brand rather than another discount-led online store.
What was the biggest challenge on this project?
Non-alcoholic drinks sit at the intersection of retail, wellness, social occasions and changing drinking habits.
What was delivered?
Deliverables included organic social strategy, content pillars, reels concepts, video scripts, content calendars, recurring social formats.
What were the results?
Shifted content towards lifestyle-led communication.
Can you do this kind of content strategy work for us?
Yes. This is a service we run continuously. Tell us your category and goal and we will scope it in writing with a fixed price. We reply within one hour during working hours, and always within two.
Let's build a brand your audience remembers.
Tell us what you are trying to grow. We will show you exactly how we would shape your brand and create the content to get there. No jargon, no pressure, just a clear plan and a straight answer.