There’s a difference between talking AT people and talking TO them… You should focus on the second.
We get that social media isn’t like a bulletin board. It’s more like a busy pub on a Friday night, where brands only thrive if they actually pull up a stool, listen, and chat like a real person would. That’s where trust is built. We help your customers see you as REAL, making them feel truly heard.
Proactive Engagement sits right at the heart of what we do, even if that phrase sounds a bit corporate. In practice, it just means we spend a lot of time combing through TikTok and Instagram, sniffing out where people are already chatting, laughing, arguing, or obsessing over something. We gently (sometimes cheekily) place our clients right in the thick of it.
We don’t just wait for comments to roll in like we’re checking the postbox. That’d be boring. Instead, we go hunting for moments where we can slide into conversations with fans, communities, and even other brands that feel like a good fit. Kind of like spotting an open seat at a crowded table and thinking, yeah, that’s us.
Do you ever scroll on TikTok and think, ‘what in the copy and paste is going on’? Well, that’s because there is so much actual media on social media, and it’s repetitive. Brands often look like they’re trying too hard, and it’s due to the amount of competition to jump on the trend bandwagons. We not only get there first, but we spark new ideas, avoiding the echo chamber that often weighs down social media engagement. Your customers are sick of the repetitive auto-tuned tone and crave the sound of a real human voice, and we’re here to help you give them what they want.
By keeping an eye on what’s trending, which hashtags are popping off, and those blink-and-you-miss-them moments across food, culture, and entertainment (hello viral brain rot), we create little touchpoints that feel real. Not forced. Not weird. Just… human. And those moments tend to do a quiet but powerful job of boosting a brand’s visibility and pulling people in.
Every single interaction sticks to your approved social guidelines, by the way, because chaos has its limits. Our Agents keep tone of voice, values, and brand identity as a primary focus, even when we’re joking around or hopping on the latest meme train.
So whether we’re engaging in viral trends or trading comments with a die-hard fan at 9 pm on a Tuesday, the goal stays the same: build something meaningful, get eyes on your brand, and keep the vibe positive.
What threesixfive can offer you
- Jumping into trending and cultural conversations in a way that doesn’t feel try-hard
- Real people doing the engaging, no bots or soulless automation
- Brand-safe, playbook-approved execution that actually sticks to the rules
- And yep, all our Agents are right here in our Devon office, coffee cups in hand
If you’re wondering if it’s expensive, that’s fair.
Our pricing is fully flexible and quoted based on what you actually need rather than cookie-cutter proposals.
See how Proactive boosts Krispy Kreme’s brand awareness
Showing up in the right moments
Social isn’t just about replying. It’s about being part of the conversation. With Krispy Kreme, our Proactive Engagement strategy focuses on showing up where it matters most; within trends, communities and cultural moments that align with the brand’s personality.
Rather than waiting for customers to come to them, we actively seek out opportunities across TikTok and Instagram to join conversations, engage with creators and interact with like-minded brands. Always in a way that feels mutual, relevant and true to Krispy Kreme’s voice – spreading moments of joy, tapping into trends and keeping the brand in the moment.
What started as just 1 hour a day on TikTok in June 2023 has grown into a multi-platform strategy across TikTok and Instagram, driven by the impact it delivers.
The results speak for themselves: Proactive Engagement has generated over 4.9 million likes and averages 149K per month. We have also had around 1.5k creator responses, building deeper brand relationships. Proactive Engagement has also driven up to 45% of total brand positivity on social.
By consistently showing up in the right places, Krispy Kreme isn’t just part of the conversation – they’re part of the culture.
Because relevance isn’t reactive, it’s proactive.
”Proactive Engagement has given us scope far beyond our own channels. Working in this space has allowed us to be agile, jumping on trends, showing up in the right type of content and driving both relevancy and awareness for audiences across two platforms. Activating this with threesixfive has been really simple to do and we have seen strong results in both engagement and reach as a result.
Rachel CorkettHead of Customer Experience and Community
