PR firm, PR Agency, Public Relations

OVERVIEW

Utilize social media to generate awareness, trial and endorsement for all natural, unsweetened HINT Water, building connections through education, advocacy and endorsements. Prior to working with 5W, HINT had yet to establish a presence on Facebook, Twitter or YouTube.

STRATEGY

As one of the most active and influential audiences online, parents and health-conscious consumers were a natural target for a campaign to introduce an all-natural healthy beverage. 5W addressed concerns regarding sugared juices and sodas and obesity via the “Moms Against Sugar Water” campaign, leveraging celebrities to provide endorsements for HINT.

5W’s "Moms Against Sugar Water Campaign" encouraged mothers to become fans of HINT on Facebook and share their tips on how to avoid giving sugary beverages to children. The campaign created a sense of community, as moms shared their strategies, resulting in increased brand awareness and fan count for HINT Water. 5W was able to secure placements on dozens of popular health and parenting blogs promoting the campaign and linking back to HINT's Facebook page. With more consumers turning to online outlets for information and entertainment, 5W created a YouTube channel called “HINT TV,” and secured interviews with celebrities including Lauren Conrad, Eva Mendes and others to highlight HINT sponsored events and celebrity fans. By creating HINT TV, HINT was able to establish a celebrity following as well as utilize the footage as b-roll for potential TV segments. Additionally, 5W worked to create and manage a Twitter account that is consistently updated with relevant news and information, product launches, new retailers, and press placements.

RESULT

HINT Water established an active, engaged base of endorsers online, and sales and distribution experienced steady growth, positioning the brand as the most successful essence water, with more than $30 Million in sales each year.

PR firm, PR Agency, Public Relations

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