Water brands aren’t typically known for envelope-pushing marketing programs. But new results from a recent Evian Twitter campaign that the brand shared with Adweek reveal how the marketer uses real-time campaigns to shell out product samples and build brand buzz.
Evian began its Twitter push in New York from Aug. 19 to 21 under the hashtag #Evianbottleservice, targeting consumers in city parks like Bryant Park and Madison Square Park at hot times of day.
To participate in the program, consumers had to use the hashtag to tweet a message to Evian that described their current location. Evian’s community managers, social media agency Team Epiphany and staffers from public relations shop Edelman then responded to the tweets, triggering a team of brand ambassadors on the streets to deliver a bottle of water within five to seven minutes to each participant. Evian also bought Promoted Tweets to target ZIP codes around the neighborhoods to amplify the real-time efforts.
A week after the Manhattan campaign ended, the initiative spread to the Billie Jean King National Tennis Center in Queens, N.Y. as part of Evian's sponsorship of the U.S. Open.
Before the campaign launched, Evian teased it via social media on Aug. 15, earning 147 followers per day through Aug. 21. The number of new followers represents an 11X increase from the same time period in July. Evian has roughly 19,200 followers on Twitter.
The water company also claims that there were 3.5 times more daily mentions of the brand between Aug. 15 to 21 compared to competitors. And, the engagement on tweets passed the benchmark for CPG brands by 80 percent. Overall, 2.8 million impressions and 75,000 engagements were generated on Twitter.
"We are doing something that is a real-time service for the first time ever, but it is a long-term commitment to put real-time social media engagement at the heart of our activation," said Olga Osminkina-Jones, vp of marketing for North America at Evian.
Evian is also testing similar real-world digital activations in London and in Paris.
In London, Evian is taking over subway stations to give out bottles of water. The brand notifies consumers which station they are at via Twitter.
Paris’ activation is different from the brand’s other events because it focuses more on mobile than social media. Users can download an app to find nearby vendors that sell Evian’s products.
— evian (@evianwater) August 15, 2014