Examination of Brand Content Franchises and Their Loyal Fan Communities: A Post-Performance Analysis

Welcome back to the Post Performance Report (PPR)—a series in which we gather and evaluate social media posts and campaigns that inspire us, dissecting the elements that make them outstanding. We explore how your brand can leverage these examples to ignite your own scroll-stopping creative concepts—while optimizing your budget and achieving more with less.

We analyze not just the impeccable creative execution of each post or campaign, but also the business outcomes. We assist you in visualizing how social media can elevate your brand’s visibility, nurture community interaction, and enhance profitability.

This edition focuses on the craft of original brand content and franchises (meta, right?). According to The 2025 Sprout Social Index™, nearly half (46%) of consumers feel their preferred brands differentiate themselves on social media by posting original content. While consumers believe brands should stay attuned to the online cultural landscape, merely following every trend or sharing every meme isn’t what makes a brand memorable.

Let’s explore our roster of brands whose original content has enabled them to build dedicated followings, and how you can develop your own content niche.

Alexis Bittar: It’s Margeaux Goldrich’s universe

The jewelry and lifestyle brand Alexis Bittar has created the character Margeaux Goldrich, who has become a cultural icon in her own right. the brand first introduced Goldrich, portrayed by Patricia Black, alongside her sidekick Jules/Hazel, enacted by Julie J., last year. Both are integral figures in the larger Bittarverse, a unique brand universe designed to showcase the brand’s jewelry and handbags in an engaging, social-first approach, all while celebrating the diverse personalities of New York City.

Margeaux and “Jules,” aka Hazel, are the most beloved characters within the Bittarverse. Margeaux, who has earned the distinguished title of style icon and “Upper East Side emotional terrorist,” stands out as particularly unforgettable and cherished.

In the brand’s latest mockumentary-style videos, Margeaux hosted lavish dinner parties and even interacted with famous celebrities and stylists from our realm—all while putting Jules/Hazel through increasingly ridiculous challenges.

As Paper Magazine noted, Alexis Bittar’s content addresses a gap left by the original cast of the Real Housewives of New York. Black’s portrayal draws clear inspiration from Bravo’s signature blend of iconic quotes and obliviousness. Yet, Margeaux and the Bittarverse manage to tug at your emotions, capturing the intricacies of class, age, gender, and race within the fashion world.

The Bittarverse digital content series is a result of Alexis Bittar’s brand revival in 2022, when the designer bought back his struggling brand and reinvigorated a new era of creative freedom. Forbes recently declared the Webby Award-winning series “the future of brand storytelling” and credited it as pivotal for the fashion brand’s revival and growth.

The lesson: If Margeaux Goldrich (and Alexis Bittar) can impart any wisdom, it’s the value of being unafraid to embrace boldness. Unique fictional characters and unforgettable storytelling are essential in constructing a social-first content franchise. However, this doesn’t imply you should merely replicate the fashion brand’s specific strategy. Focus on narratives that embody your brand’s essence and the cultural context of your industry.

Immi: Ramen on the Street has us weeping over our noodles

Immi, the innovative ramen brand, dishes out delectable content on their brand’s channel. Their posts detail what makes Immi ramen healthier than conventional options and describe why their offerings are so flavorful.

These posts are fairly typical for the food sector. Yet, Immi possesses something most food and beverage brands lack: Ramen on the Street, a compelling interview series with its own TikTok account.

In each segment, Immi TikTok Strategist Emely Alba (dressed as a cup of Immi ramen, naturally) probes people on the street for their philosophical outlooks on life. The results are surprisingly heartfelt. Some interviewers have expressed their beliefs about the significance of purpose, while others reflect on the teachings passed down from their parents.

If it wasn’t already evident, these videos delve deep. Like this interview that highlighted the impact of pain on personal growth.

In the comments, viewers express their gratitude for the healing that the content provides. Many are unaware that it’s produced by Immi. Yet, for some, Ramen on the Street’s emotional depth is already legendary. As one viewer noted, “When a TikTok resonates this deeply, it’s bound to be a ramen advertisement.”

The lesson: Take inspiration from Immi, and enhance your traditional marketing initiatives with content that transcends promotion, connecting with audiences on a human level. Foster profound, genuine discussions and trust by merging emotional storytelling and subtle branding to forge a lasting bond with viewers.

Coinbase: Little Lessons uplift the realm of crypto

Ah, crypto—the exhilarating, perplexing digital currency. When you search crypto on Google, the top queries include “is crypto actually a good investment?” and “what is cryptocurrency simply put?” To suggest consumers are doubtful and bewildered by crypto would be an understatement.

This is where Coinbase steps in. The crypto exchange platform aims to legitimize online currency investment and demystify its workings. Their cheeky content often draws inspiration from meme culture and public opinions on crypto.

Recently, the brand collaborated with miniature artist, filmmaker, and creator Marina Totino for their new original content series, Little Lessons. In the clips, Totino takes viewers on a journey in a miniature elevator while sharing bite-sized guidance on using the Coinbase app.

At each landing, we discover new insights into how the platform operates, all while being enchanted by the whimsical miniature environment. This approach to product education surprises and delights—an illustration of what can unfold when you create genuinely innovative original content.

Coinbase is renowned for rewriting the marketing playbook (as demonstrated by their QR code commercial in 2022). Their innovation has elevated public awareness of crypto, rendering the investment feel more accessible and trustworthy—which impacted their positive performance in Q4 2024.

The lesson: The Little Lessons series transforms crypto education into a miniature immersive adventure that captivates while simplifying intricate ideas. If you operate in a highly regulated or misunderstood sector like finance, consider an artistic approach like Coinbase’s to dismantle barriers, cultivate trust, and incite curiosity.

Heaps Normal: Rising to the highest standards of normalcy

Heaps Normal, the Australian non-alcoholic beer brand, seeks to normalize reduced alcohol consumption even more. As their website mentions, Heaps Normal beer is crafted for “everyday legends” who simply aspire to feel their best.

This makes their “Ascension Program” franchise even more ironic. In these videos, creator and comedian Lana Kington satirizes wellness culture by asserting that a “non-alcoholic enlightenment journey” will enhance your character. These videos feature psychedelic and Y2K-inspired visuals—an aesthetic that feels surreal, futuristic, and otherworldly.

In this video, Kington shares insights about “beer breath work” utilizing the brand’s “third-eye PA”—before hilariously snorting beer through her nose.

Or this video where Kington encourages the crowd to abandon conventional wellness activities like goat yoga for truly extraordinary alternatives like unicorn yoga.

Commenters agree the series is absolutely hilarious, with one stating, “This should receive a Logie Award.” The critique of the wellness industry is sharp, and a notable departure from the brand’s usual posts that spotlight people behaving, well, normally.

However, content like this doesn’t come as a surprise for a brand that once urged people to “just say no to water.” Their blend of surrealism and wit serves as a strategic tool to capture attention in an ever-crowded marketplace. Their efforts appear fruitful, as the brand recently announced their latest beer is rolling out nationwide in Australia.

The lesson: The deliberate divergence from Heaps Normal’s principles makes their “Ascension Program” feel fresh and engaging. To emerge distinctively, don’t hesitate to disrupt industry standards 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 renowned newsletter (and its counterpart, Marketing Brew) covers all marketing-related topics—from brand strategy to social media to advertising. The latest edition is probably in your inbox right now.

On social media, Morning Brew adopts an original content style reminiscent of your favorite sketch comedy programs—with a contemporary business twist. For example, in one episode of Super Nanny: Executive Coach, Super Nanny assists an overbearing founder in “staying out of the way” by learning jiu jitsu. Or this news segment summarizing all that transpired in 2024.

If you’re not laughing yet, here’s another sketch from “Christmasville” to revisit the holiday spirit.

Despite the seemingly random mix of sketches the brand creates, Morning Brew consistently strikes the right blend of absurdity and (sometimes painful) reality. They currently boast over 1 million followers on TikTok and nearly 2 million on Instagram—testament to their content’s broad appeal.

The lesson: Morning Brew’s sketch comedy fuses business insights with humor, transforming business monotony into something genuinely entertaining for their audience. To make your mark on social media, experiment with humor that aligns with your brand’s voice and resonates with your community’s interests.

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

That concludes our inaugural installment of PPR in 2025. Join us next month as we shine a spotlight on brands shining on unexpected platforms. In the meantime, keep these essential takeaways in mind:

And if you come across a social post or campaign that merits recognition, tag us @sproutsocial and use #PostPerformanceReport to have your suggestion featured in a future article.

The post Post Performance Report: Brand content franchises with their own fandoms appeared first on Sprout Social.