our work

Two well-known tennis players and Nature Valley brand ambassadors smiling at a sports event while holding boxes of Nature Valley granola bars. Photographed as part of multiple creator partnerships delivered through Social Folk, General Mills’ agency

NATURE VALLEY

  • As an exclusive partner of General Mills we worked with Nature Valley to deliver multiple ambassador-led campaigns. Working directly with professional tennis players Tallon Griekspoor and Wesley Koolhof during strategic, key match periods. Our role spanned concept development, and content production, aligning each campaign with key match moments to maximise relevance and engagement. We created Reels and Stories featuring snackable, behind-the-scenes content that brought the athletes' routines and personalities to life. This helped position Nature Valley as the go-to snack for energy, performance, and everyday activity. Delivered 15+ unique content assets optimised for short-form and Stories. Maintaining 100% athlete compliance across deliverables despite tight match schedules. Increased social mentions of Nature Valley by +212% during tournament weeks. Boosting brand profile visits by +94% across campaign periods.

  • As a trusted agency partner to General Mills, we’ve supported Nature Valley through key activations that keep the brand top of mind and culturally connected.Nature Valley is one of the UK’s leading snack bar brands, known for its crunchy texture, whole grain ingredients, and active lifestyle positioning. With a focus on energy, convenience, and outdoor living, the brand resonates with a broad audience—from sports fans to busy families. As part of the General Mills portfolio (which includes household names like Old El Paso, Haagen-Dazs, and Betty Crocker), Nature Valley is stocked in over 50 countries and ranks among the top global snack bar brands. Known for its partnerships with elite athletes and global sporting events, the brand regularly shows up in culturally relevant moments, from courtside campaigns to everyday routines.

A family sitting together on a sofa, smiling and holding colourful bottled drinks from CANS. Part of Social Folk’s award-winning creator campaign, combining gifting, content creation and community activation to launch the brand in the UK.

Cans drinks

  • We lead CANS’ ongoing influencer and social strategy. From launch, we’ve managed monthly influencer gifting, paid creator campaigns, and in-person event activations to build hype and loyalty. From writing hundreds of handwritten notes for PR boxes to creating video content, we shape the brand’s voice and reach. Our team fully managed influencer partnerships, and all logistics for events and activations, most recently an influencer yoga event. This always-on influencer-first approach created consistent visibility, UGC, and cultural relevance at every possible touchpoint.

    • Gifted 100 influencers, achieving a 60% post rate (double the UK benchmark in first campaign)

    • Activated 7 creators for campaign in April, delivering 92K+ views and 116 link clicks

    • Grew TikTok views to 1.1M+

    • Instagram content hit 569K+ views, with 95% from new audiences

    • Influencer campaigns drove a +324.9% growth in Instagram followers

    • Leveraged cultural moments like the London Marathon to boost visibility

    • Fully managing ongoing creator-led events, including a branded yoga partnership

Two glass mugs of mulled wine with cinnamon sticks and dried orange slices on a table, styled as part of Social Folk’s festive Ribena creator influencer marketing campaign, with a Christmas tree glowing in the background. Suntory partnership content.

Ribena

  • We worked with Ribena to support the launch of a major campaign, activating a mix of talent across lifestyle, food, and wellness to build buzz and drive traffic. The campaign centred around a hero product moment and was supported by a network of relevant creators chosen for their strong audience alignment and ability to deliver on-brand, engaging content. From coordination and briefing to approvals and delivery, our team oversaw the full rollout across TikTok and Instagram, driving visibility, UGC, and strong engagement across key moments.

    • Reached over 1M+ views across Reels, TikToks, and Stories

    • Increased traffic to the collection landing page significantly during launch

    • Helped support rapid sell-through of key products

    • Achieved high engagement rates across influencer content

    • Drove a wave of organic UGC and creator-led styling posts.

A photo of reality TV personality Spencer Matthews enjoying an interactive experience at Clays, a UK bar and entertainment venue, as part of a creator campaign. He looks playful while holding the digital game controller during the session.

cLAYS Bar

  • Leading Clays long term Social Media & influencer strategy end-to-end, we activated monthly creators to visit the venues, attend events, and create on-brand content for TikTok and Instagram. A key part of this was our partnership with the British Shooting Association, where we co-hosted events that brought together influencers, customers and elite athletes. Through that relationship, we also worked closely with Olympian Amber Rutter, who was an ambassador for Clays. This blend of influencer marketing, community-building, and sports partnerships helped position Clays as a standout destination across London and the UK. Delivered over 1.9M impressions month-on-month. Doubling their IG followers.

  • Clays is one of the UK’s leading premium interactive bar experiences. It brings competitive indoor clay target shooting to vibrant city venues. With sleek interiors, immersive tech, and a lively atmosphere, Clays has become a go-to destination for groups, events, and social nights out. Blending the energy of sport with the style of modern hospitality, the brand has carved out a unique space in London’s entertainment scene and continues to grow its cultural presence across the UK.

Promotional poster for Old El Paso's Super Bowl food stand, featuring a football, salad bowls, and a yellow banner with red and white text.

OLD EL PASO & NFL

  • As a preferred partner for General Mills, we’ve worked across multiple campaigns for their leading brands, including Old El Paso, delivering content that performs and creators that convert. Most recently, we helped promote Old El Paso’s NFL partnership, curating influencer content that tapped into sports, food, and lifestyle audiences to build awareness and drive engagement during one of the biggest moments in the cultural calendar.

  • Old El Paso is a global household name in Mexican food, known for making mealtimes more fun, social, and easy. In the UK, the brand partnered with the NFL to bring families and fans together around food and sport. This collaboration connected game-day excitement with shareable meal moments, positioning Old El Paso as the ultimate match-day companion. The partnership blends culture, community, and cuisine, reinforcing the brand’s relevance with younger, lifestyle-focused audiences across the UK.

Two young girls lying on pillows, reading and playing while sitting on a Toddlekind luxury playmat. Styled as part of Social Folk’s family creator and influencer marketing gifting campaign for Toddlekind brand.

Toddlekind

  • When Toddlekind, a luxury playmat brand needed to boost visibility and drive sales, we worked with them on a retained social media, content, and influencer marketing strategy. Leading a data driver creator gifting approach backed by standout content creation, supporting with creators across the UK, USA, and Europe, managing influencer deliveries and partnerships that built real trust and traction. Combined with lifestyle-led shoots and always-on social management, the brand saw viral growth, retail demand, and sell-outs. While working together, Toddlekind expanded into premium retailers like Selfridges and Nordstrom, and we saw a 75% increase in social thier following. Marking a key moment in their global growth. and a

  • Toddlekind is a premium children’s interiors brand known for its beautifully designed, practical playmats and home accessories. Created for style conscious parents, the brand blends minimalist aesthetics with functionality. Offering products that elevate family living spaces without compromising on comfort or safety. With a strong global presence across the UK, Europe, and the USA, Toddlekind has become a go-to for modern parenting, with stockists including major retailers like Selfridges and Nordstrom.