By skyforbes 
I’m constantly looking for examples and case studies on social media and here’s a great one.
Immi Ramen is a company that markets themselves as a healthier, more premium version of instant ramen.
If you look at their Instagram, you’ll see the classic social media approach from a young CPG brand:
1 — Founder-led storytelling, through videos like “this is the story of how my co-founder and I quit our jobs to build this ramen company.”
2 — Product-led storytelling, through amazing ramen recipes, food porn, and product updates.
3 — Culture-led storytelling, through memes, jokes, and a cultural calendar.
But they also have a completely separate account called “Ramen on The Street,” where a host interviews people by asking them serious life questions.
If you scroll through the “Ramen on the Street” TikTok account, you’ll see people sharing super heartfelt and emotional reflections on life. It’s like watching people in therapy, like Chicken Soup for the Soul.
It’s a brilliant idea. They’re creating an emotional content format that people are going to associate with Immi Ramen. The format could theoretically scale alongside the brand infinitely.
They’re NOT just asking people, “Hey do you like ramen?” and then posting those reactions on social media.
Immi Ramen is doing next level marketing by thinking more like creative storytellers.
The content format associates ramen with comfort and strong emotions in the viewer’s mind, a strategy that makes Immi Ramen a more desirable and unique brand compared to their competitors.
Ramen on the Street has been nominated for a Webby Award and you can see they’re experimenting with a new content format “The Ramen Struggle,” where they interview successful entrepreneurs asking about their journey.
Building a brand today is about winning over hearts and minds. That happens through entertaining storytelling, not through traditional ads.
Young people want to be entertained and experience content that makes them feel something — that entertains, informs, or inspires.
The savviest marketers realize that building content series on social media is the most powerful way to grow your brand in today’s attention economy.
With the right creative idea, you can build a social-native content format that becomes your most effective form of marketing.
We’re building tons of this at PWR House, so reach out if you’d like to learn more.
