SodaStream – Sparkling Summer
2017 was the year of the new SodaStream… no longer about the sugar filled drinks you remember from the 70s and 80s – instead your SodaStream can produce sparkling water, at the touch of a button. Keep your family hydrated, and cut out sugar filled drinks from the diet. The brief was to create a multifaceted programme of activity spanning consumer, corporate, social media and influencer relations – to deliver the health proposition to audiences.
Taking a ‘corpsumer’ approach, with a series of campaigns and activations that showed the consumer what SodaStream stood for:
CEO Interviews – A packed 48-hour schedule of interviews saw the straight-talking CEO fly to the UK to outline the SodaStream mission to national and broadcast business press. His transparency and willingness to discuss hard-hitting issues was key to securing in-depth coverage.
#50ShadesOfYellow – Put tap water back on the map in summer with our tongue-in-cheek report that played on that key hydration indicator: the colour of your urine.
Driving Sales – Tapped into influencers to co-create bespoke content across the year that inspired their audience, and pushed to the e-commerce site to generate hard revenue.
Over 350 coverage hits for the CEO media activity and #50ShadesOfSummer – including all nationals & broadcast (interviews on BBC News and Sky News ran for almost 7minutes). Influencer activity saw the biggest week for sales in last five years – directly tracked from Instagram! A strong foundation to further push the boundaries of what SodaStream stands for as we moved into 2018.