If Water Could Talk
When it comes to bottled water, there’s Niagara and then there’s everybody else. While the other brands throw ridiculous claims, fancy packaging and high price tags at you, Niagara keeps things simple and affordable by focusing on what matters most — providing quality water at a price everyone can afford. Simply put, Niagara is water that’s the real deal.
When it came time to create the 2018 campaign — intended to build upon Niagara’s single minded message of “no nonsense quality water for no nonsense people” — we decided to give our bottles, and the bottles of our competitors, uniquely ownable voices. We created a series of videos and banners that feature two inanimate objects — water bottles that talk to one another. One is always a Niagara-labeled bottle, and the others change out to convey the variety of pretentious, gimmicky water brands available in supermarket water aisles.
The competing bottles personify the pretentious, snobby, trendy, obsessed-with-what-other people-think type of girl, while the Niagara bottle always personifies the smart, practical, no-nonsense voice of reason that always keeps it real. Additional videos in this series will be released throughout the year.
TARGET AUDIENCE: Woman, 25-49 / Moms & Families – skewing more Hispanic / Markets: Los Angeles, San Antonio and Houston / value conscious shoppers
MEASURING SUCCESS: Fan engagement on Facebook and Instagram
RESULTS
Engagement on the videos was very high, resulting in below benchmark eCPMs across all creative versions. Nearly 50% of viewers watched the videos in their entirety. This is very high for social video, which usually sees a very low comparative competition rate.