Post Performance Report: Brand content franchises with their own fandoms

Welcome back to the Post Performance Report (PPR)—a series where we compile and analyze social media posts and campaigns inspiring us, and break down what makes them so genius. We unpack how your brand can use these examples to spark your own scroll-stopping creative ideas—while maximizing your budget and doing more with less.

We don’t just examine the flawless creative execution of every post or campaign, but the business impact, too. We help you envision how social can increase your brand’s awareness, foster community engagement and grow the bottom line.

This time, we’re examining the art of original brand content and franchises (meta, right?). According to The 2025 Sprout Social Index™, almost half (46%) of consumers say their favorite brands stand out on social because they post original content. While consumers agree brands should keep a pulse on online culture, following every trend or reposting every meme isn’t what makes a brand memorable.

Let’s dive into our lineup of brands whose original content has helped them amass loyal followings, and what you can do to carve out your own content niche.

Alexis Bittar: It’s Margeaux Goldrich’s world

Jewelry and lifestyle brand Alexis Bittar’s character Margeaux Goldrich has become a pop culture phenomenon all her own. The brand first introduced Goldrich, played by Patricia Black, and her sidekick Jules/Hazel, played by Julie J., last year. The two are a part of the larger Bittarverse, a brand universe created to showcase the brand’s jewelry and handbags in a disruptive, social-first way, while paying homage to the many personalities of New York City.

Margeaux and “Jules,” also known as Hazel, are the most popular of the Bittarverse’s fictional characters. With Margeaux earning the esteemed title of style icon and “Upper East Side emotional terrorist,” she is particularly memorable and beloved.

In the brand’s recent mockumentary-style videos, Margeaux hosted glamorous dinner parties and even collided with famous celebrities and stylists from our universe—all while forcing Jules/Hazel to jump through increasingly egregious hoops.

As Paper Magazine pointed out, Alexis Bittar’s content fills a void left behind by the original Real Housewives of New York cast. Black’s portrayal is undeniably inspired by Bravo’s particular brand of iconic one-liners and out-of-touch-ness. Yet, Margeaux and the Bittarverse still find a way to pull at your heartstrings, and encapsulate the complexity of class, age, gender and race in the fashion industry.

The Bittarverse digital content series is the byproduct of Alexis Bittar’s relaunch in 2022, when the designer repurchased his flailing brand and jump-started an era of greater creative freedom. Forbes recently called the Webby Award-winning series “the future of brand storytelling” and credited it as the reason for the fashion brand’s resurrection and resurgence.

The play: If Margeaux Goldrich (and Alexis Bittar) can teach us anything, it’s that we shouldn’t be afraid to go bold. Bold fictional characters and memorable storytelling are indispensable when creating a social-first content franchise. But that doesn’t mean you should copy and paste the fashion brand’s exact formula. Lean into storytelling that reflects your brand’s identity and the culture of your industry.

Immi: Ramen on the Street has us crying in our noodles

Immi, the reimagined ramen company, serves up mouth-watering content on their brand’s channel. Their posts explain what makes Immi ramen healthier than standard options, and explains why their offerings taste so delicious.

These posts are pretty typical fare for the food industry. But Immi has something most food and beverage brands don’t: Ramen on the Street, an emotionally compelling interview series complete with a separate TikTok account.

In each interview, Immi TikTok Strategist Emely Alba (dressed as a cup of Immi ramen, of course) asks people on the street for their philosophical perspectives on the world. The result is surprisingly heartwarming. Some interviewees have shared their beliefs about the power of purpose, while others reflect on the lessons they learned from their parents.

In case it wasn’t already clear, these videos go deep. Like this interview, which focused on the role pain plays in personal growth.

In the comments section, fans hold space for the collective healing the content provides. Many don’t realize it’s from Immi. But, for some, Ramen on the Street’s emotional resonance is already stuff of legend. As one user commented, “I know when a TikTok hits like this, it’s gonna be a ramen ad.”

The play: Take a cue from Immi, and complement your traditional marketing efforts with content that goes beyond promotion and touches audiences on a human level. Spark deep, heartfelt conversations and trust by blending emotional storytelling and subtle branding to create a lasting connection with viewers.

Coinbase: Little Lessons elevate the art of crypto

Ah, crypto—the exciting, bewildering digital currency. When you type crypto in Google, the top two searches are “is crypto actually a good investment?” and “what is cryptocurrency in simple words?” To say consumers are skeptical and mystified by crypto would be an understatement.

That’s where Coinbase enters the chat. The crypto exchange platform is on a mission to legitimize online currency investment and simplify how it works. Their tongue-and-cheek content is often inspired by meme culture and public sentiment about crypto.

Recently, the brand partnered with miniature maker, filmmaker and creator, Marina Totino, for their new original content series, Little Lessons. In the videos, Totino takes users for a ride on a miniature elevator as she shares bite-sized tips for using the Coinbase app.

As we arrive at each floor, we learn new things about how the platform works, all while being mesmerized by the magical miniature world. This approach to product education is unexpected and whimsical—an illustration of what can happen when you craft truly inventive original content.

Coinbase is well-known for rewriting the rules of marketing (as their QR code commercial proved in 2022). Their originality has boosted public awareness of crypto, making the investment seem more approachable and trustworthy—which influenced their positive performance in Q4 2024.

The play: The Little Lessons series transforms crypto education into a miniature immersive experience that captures attention while simplifying complex concepts. If you’re in a highly regulated or misunderstood industry like finance, consider an artful strategy like Coinbase’s to break down barriers, foster trust and invite curiosity.

Heaps Normal: Ascending to the highest levels of normal

Heaps Normal, the Australian non-alcoholic beer company, is on a mission to make drinking less alcohol more normal. As their website says, Heaps Normal beer is for “everyday legends” who simply want to feel their best.

Which makes their “Ascension Program” franchise all the more ironic. In the videos, creator and comedian Lana Kington makes light of wellness culture by claiming that a “non-alcoholic enlightenment journey” will make you a better person. The videos are psychedelic and Y2K-inspired—an aesthetic that feels other-wordly, futuristic and bizarre.

Like this video where Kington explains the art of “beer breath work” using the brand’s “third-eye PA”—before she accidentally snorts beer through her nose.

Or this video where Kington urges the audience to ditch basic wellness practices like goat yoga for truly magical ones like unicorn yoga.

Commenters agree the series is laugh out loud funny, with one writing, “This deserves a Logie Award.” The wellness industry commentary is spot-on, and a sharp U-turn from the brand’s typical posts which highlight people acting, well, normal.

But content like this isn’t totally unexpected for the brand who once told people to “just say no to water.” Their surrealism and wit is a strategic way to grab attention in an increasingly crowded field. Their efforts seem to be paying off, as the brand recently announced their newest beer is going Australia-wide.

The play: The intentional harsh contrast from Heaps Normal’s values makes their “Ascension Program” feel fresh and compelling. To stand out with the same bravado, don’t be afraid to break industry molds and infuse your content with irony.

Morning Brew: Sketch comedy that makes us spit out our coffee

It’s safe to say Morning Brew needs no introduction among marketers. The famed newsletter (and its counterpart, Marketing Brew) covers everything related to marketing—from brand strategy to social media to advertising. The latest edition is probably in your inbox right now.

On social, Morning Brew takes an approach to original content that’s reminiscent of your favorite sketch comedy shows—with a modern business twist. Like this episode of Super Nanny: Executive Coach where Super Nanny helps an over-bearing founder “keep out of the way” by learning jiu jitsu. Or this news segment about all that happened in 2024.

If you aren’t cackling yet, here’s another sketch from “Christmasville” to relive the holiday magic.

Despite the seemingly random assortment of sketches the brand produces, Morning Brew always hits the right balance of absurdism and (sometimes painful) reality. They currently boast over 1 million followers on TikTok and nearly 2 million on Instagram—proof of the wide appeal of their content.

The play: Morning Brew’s sketch comedy blends business insights with humor, turning business borecore into something that’s actually entertaining for their audience. To stand out on social, experiment with humor that aligns with your brand’s tone and resonates with your community’s interests.

It’s 2025. Why blend in, when you can stand out?

That wraps up our first installment of PPR in 2025. Stay tuned for next month’s edition where we’ll be focusing on brands showing up on unexpected networks. In the meantime, remember these key takeaways:

And if you see a social post or campaign that deserves to be highlighted, tag us @sproutsocial and use #PostPerformanceReport to have your idea included in a future article.