Sorta Fit Spokesguy
Video / Editorial
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
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:
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
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.
Instagram Stories, Instagram Carousels, Twitter Cards, Facebook AdManager