Published by Sue Johns-Chapman
Published Date 09.04.2026 
Momentum on the Global Stage
Following their recent win at the European Agency Awards, Social Folk has once again been recognised, this time on a global stage.
The London-based agency has been named a finalist for Best New Business Campaign at the Global Agency Awards 2026.
This nomination follows the incredible trajectory of their launch campaign for CANS, a European sparkling water brand. What began as a challenge to break into the UK’s saturated FMCG market has evolved into an award-winning case study in agility, influencer strategy, and real-world retail results.
Social Folk is a global award-winning influencer and gifting agency, recognised as one of the UK’s leading creator marketing agencies.
They empower brands to connect at scale through authentic, creator-led storytelling, specialising in global influencer campaigns, data-backed seeding and gifting, and high-impact brand activation events.
Leveraging cutting-edge technology, human psychology, and data-driven insights to help brands drive engagement, loyalty, and ROI in the ever evolving creator economy.
The Challenge: From Zero to Harrods
CANS arrived in the UK in March 2025 with zero local market awareness. The mission was clear: introduce a new player into one of the most competitive categories in the country, build immediate credibility, and inspire trial, all while competing against established global brands.
As a full-service content and influencer agency, Social Folk led the launch end-to-end. The objective was not just visibility, but to position CANS as a credible challenger brand and spark the kind of digital conversation that drives real-world retail traction.
The Strategy: An “Always-On” Ecosystem
To make CANS relevant, Social Folk focused on reaching the right audiences with the right message.
Three core groups were identified:
- Gen Z Trendsetters: Driving discovery and cultural relevance through TikTok
- Wellness-Focused Parents: Seeking healthier, convenient alternatives
- Urban Professionals: Style-conscious consumers valuing quality and sustainability
This insight informed an “always-on” ecosystem designed to balance reach, relevance, and community.
Tactical Execution: Gifting, Paid, and Culture
Social Folk’s strategy was built across three key pillars:
1. Influencer Gifting with a Personal Touch
The agency seeded 180 creators end-to-end with premium PR boxes. Combining data-led selection with thoughtful, personalised touches. This resulted in a 65.5% organic post rate, more than double the UK industry average, and helped establish the “CANS Friends” creator community.
2. Strategic Paid Partnerships
Building on gifting insights, Social Folk partnered with a network of creators across wellness and lifestyle to create bespoke, branded video content. Their content was carefully briefed and ranged from day-in-the-life routines to their marathon training, with performance-led boosting applied to maximise impact and drive consideration.
3. Cultural Activations and Reactive Content
From Carnaby Street sampling to activity around the London Marathon, Social Folk embedded CANS into key cultural moments through a mix of planned and reactive content.
Without official sponsorship budgets, the agency identified a clear opportunity to align the brand with marathon season, positioning CANS around hydration and healthier drink choices at a time when this conversation is naturally heightened.
Working within strict event guidelines, the team created on-the-ground content that felt timely and relevant, while remaining fully compliant.
By combining pre-planned concepts with reactive execution, Social Folk ensured the brand showed up in the moment authentically, without relying on major sponsorship budgets.
The Results: Real-World Impact
The campaign translated directly into commercial success.
Within weeks, CANS moved from an unknown entrant to a visible challenger brand, securing listings in Harrods and WHSmith, with further retail partnerships in progress.
Adam Horler, Managing Director of CANS UK, commented:
“Entering a new market is tough… Hannah and her team brought CANS to the attention of our target audience in record time. The proof was in the pudding; we had multiple comments from consumers at events saying they had already seen the brand on social media.”
Why the Global Awards Matter
For Social Folk, being recognised at the Global Agency Awards builds on the momentum of their European win and reflects the impact of the campaign on a wider stage.
Hannah Saycell, Founder & CEO of Social Folk, said:
“Winning the European award was a massive milestone for us, so to now see this work recognised globally as well is incredibly special.
This nomination is a reflection of the team’s creativity, agility, and commitment to delivering work that drives real-world results. We’re incredibly proud to be representing the UK on a global stage.”
About Social Folk
Social Folk is a London-based content and influencer agency, helping brands grow through creative storytelling and data-led strategy.
Working with brands including Adobe, British Airways, Mars, Häagen-Dazs, and Range Rover, delivering campaigns that combine cultural relevance with commercial impact.
