FIJI WATER accessories
Brand Campaign // Content Strategy
my role
In 2017, FIJI Water wanted to elevate its social presence to ultimately increase household penetration and buy rate. Understanding the brand’s core audiences and analyzing historical campaign data, I developed four content programs to highlight FIJI Water’s unique selling propositions and connect with its target consumers on social.
One of my recommended content programs was FIJI Accessories, which was designed to highlight FIJI’s exclusive one-of-a-kind accessories that complement only FIJI Water bottles - custom straws, sleeves and coasters to name a few. This insight was data-driven from past content that featured celebrities using FIJI straws at red carpet events, one of which went viral on Twitter.
This campaign over-delivered on its impressions goal by 138%, had the highest engagement rate of the programs, and spiked traffic to the website from users wanting to learn more about these products..
FIJI WATER SPORTS CAP BOTTLE
Product Launch // Content & Media Strategy
my role
In 2018, FIJI Water launched its new 700mL sports cap bottle. The goal was to generate awareness among new and existing consumers, as well as drive product consideration online.
As the lead strategist on the campaign, I developed an omni-channel launch strategy that leveraged Facebook/Instagram, YouTube, search and influencer partnerships. Incorporating competitor research and consumer insights, I then designed a content strategy to resonate with the target audience at every step in the purchase funnel.
The entire program generated over 200MM impressions at an efficient CPM, below the brand’s historical average. Working with the Facebook team, a brand lift study was attached to this campaign, which showed that it drove significant lift in brand awareness and ad recall.
