Client
Jamnica Plus d.o.o.
Delivery
Social Media strategy
Year
Partners
Challenge
Our task was to propose creative solutions that would fully communicate Jana’s new overarching brand message, “Feel your true self”. The challenge was to translate this concept across all social media channels, tailoring it to different markets and target audiences.
Solution
We implemented Jana’s core brand communication, “Feel your true self”, in a unique way across social media, creating a platform that fosters a deep sense of belonging among consumers. Through emotional storytelling, we connected personal moments with the brand’s values, going beyond the basic need for hydration. At the same time, we highlighted the brand’s broader positive impact, positioning Jana as a symbol of authenticity, care, and inspiration—strengthening the emotional connection with consumers even further.
To ensure the message resonated naturally, “Feel your true self” was seamlessly woven into social media content—subtle yet powerful, just like the brand itself—allowing users to engage with it in an organic and meaningful way.
During campaign peaks, real people took the lead in sharing stories of authenticity on social media. These included Katarina Bogdanović Kukla, the director of the campaign video; Sanjin Kaštelan, the campaign photographer; and, during the European Football Championship, Iva Olivari, the manager of the Croatian national football team. In front of our cameras, they shared what gives them the strength to stay true to themselves, what authenticity means to them, and who their sources of support are. Watch the videos below to find out more.
Through photography, we captured everyday moments that users could easily relate to. Meanwhile, our copywriting was strategically crafted to drive engagement with the brand and its products. Some captions reflected inner thoughts and emotions that people experience, with Jana offering gentle motivation—shining light on the positive aspects of daily life and encouraging people to embrace their authentic selves in every situation. Other captions positioned Jana (the product) as a companion in various moments, emphasizing the benefits of hydration. By carefully balancing audience questions with soft inspiration, we deepened the brand’s connection with followers across social media channels.
To ensure the message resonated naturally, “Feel your true self” was seamlessly woven into social media content—subtle yet powerful, just like the brand itself—allowing users to engage with it in an organic and meaningful way.
During campaign peaks, real people took the lead in sharing stories of authenticity on social media. These included Katarina Bogdanović Kukla, the director of the campaign video; Sanjin Kaštelan, the campaign photographer; and, during the European Football Championship, Iva Olivari, the manager of the Croatian national football team. In front of our cameras, they shared what gives them the strength to stay true to themselves, what authenticity means to them, and who their sources of support are. Watch the videos below to find out more.
Through photography, we captured everyday moments that users could easily relate to. Meanwhile, our copywriting was strategically crafted to drive engagement with the brand and its products. Some captions reflected inner thoughts and emotions that people experience, with Jana offering gentle motivation—shining light on the positive aspects of daily life and encouraging people to embrace their authentic selves in every situation. Other captions positioned Jana (the product) as a companion in various moments, emphasizing the benefits of hydration. By carefully balancing audience questions with soft inspiration, we deepened the brand’s connection with followers across social media channels.
