Sorta Fit Spokesguy Ad Campaign — Sean Carney / Director of Production

A MASSIVE YEAR-LONG, MULTI-PHASE PRODUCTION

I led a team that was responsible for launching a new vitaminwater targeted at the 99% of the country that aren’t hardcore fitness people. This required a ton of creative problem-solving and more than a little bit of sticktoitiveness.

ESTABLISH THE PRODUCT

My first task was producing the creation of CGI bottles that surpassed Coca-Cola Corp. standards for the brand. My internal team and vendors created over 20 bottle variations to cover every use case, which included:

1140 placements across print and digital OOH, bus shelters, in-gym, kiosks
150 mechanicals/versions
26 city-specific creatives

MAKE IT RELATABLE

Next we got to have some fun. Our Instagram-anchored digital approach featured a sweaty everyman repping "the sports drink for the rest of us."

I produced and delivered:

35 GIFs
27 total videos
15 unique social videos (12 IG/YT/FB, 3 IG Stories)
A style guide with a complete matrix of DM responses

WATCH THE IG STORIES

SUCCESS

vitaminwater and parent Coke were thrilled with the overwhelmingly positive results.

Campaign sentiment (from time of launch) was 100% positive/neutral, with zero negative sentiment in social. Positive campaign sentiment stemmed from consumers commenting on the drink’s taste and the sly humor.

The team received a total of 523 direct messages on IG, TW, and FB during 2 week launch period, up 1992% from 2 weeks prior.

Momentum from DMs continued past launch day. Community management responded to hundreds of individual DMs—fans loved the responses, saying we were hilarious, re-posting our responses on their personal stories, and writing that they'll go buy the product

Net results: 31% Sales Increase over regular vitaminwater, with a whopping 61% of growth taken from Gatorade in same-store sales.

technology

Instagram Stories, Instagram Carousels, Twitter Cards, Facebook AdManager

Sorta Fit Spokesguy

Client

ROLE

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