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Essentia water is a regional brand with national aspirations and it needed to make a splash in the market. In order to grow brand awareness and drive demand, Essentia needed to effectively reach its audience across several customer journey touch points.
Led by our strategic platform — Essentia amplifies the overachiever’s thirst for life — we knew that creative and media needed to break through, especially in an overly commoditized and crowded category. Through a highly integrated campaign, we connected with our millennial audience and inspired them to do great things. We created a movement that was authentic to the brand, as well as our audience’s desires, and built the Essentia Nation.
By celebrating overachievers and intersecting them where they live, work and play,we were able to develop a highly targeted, high-impact campaign in key markets. Wedeveloped awareness-driving messages in broad-reach tactics, like outdoor, bus wrapsand radio, and deepened the engagement through impactful digital content, such asshort videos and a Spotify integration. Leveraging the social platform Snapchat, weimplemented Snapcodes into our out-of-home placements. At the same time, we hadextremely active social channels and an ever-increasing collection of influencers.
The business responded quickly. Over a three-month period, total brand awareness in key markets increased over 20%. The campaign drove interaction and engagement across our digital platforms, with almost a 400% increase in web traffic during the campaign period. We also saw double-digit increases in revenue growth, even moving Essentia into the top 5 premium water brands. And looking to the future, we began a movement — a celebration of overachievers thatwe call the Essentia Nation.