Evian: Real Time Marketing Empowered by Social Media

It’s gonna be really hot out there in summer. And Evian is trying to help!

With the new real time marketing campaign on handing out free bottles of water, Evian has successfully built a brand buzz via social media channel.  And what I’m trying to highlight here is that maximizing the marketing success by combining social media campaign and real time marketing together.

The campaign starts from it’s Twitter push in New York from Aug. 19 to 21. Using the hashtag #Evianbottleservice,  this campaign is targeting consumers in major city parks in Manhattan. By tweeting a location based message to Evian via smart phone, the consumers can get a bottle of water delivered within five minutes, and that is totally free.

According to statistics, the number of new followers represents an 11 times increase from the same time period in July. Evian has roughly 19,200 followers on Twitter.The water company also claims that there were 3.5 times more daily mentions of the brand between the campaign time compared to competitors. And, the engagement on tweets passed the benchmark for CPG brands by 80 percent. Overall, 2.8 million impressions and 75,000 engagements were generated on Twitter. This was such a success because it took the advertising one step further by creating a reward for interacting with the brand as well as promoting.

The following five analysis might explain the significant success of this campaign.

1. Real time marketing empowered by social media: instant interactions and long lasting results by retweets.
2. Relatively low cost compared to other forms of media spending.
3. Consumer Engagement Reward+ Product Sample delivery: users tweet about the brand could have a free bottle of water delivered instantly.
4. Hyper-local Targeting+Timing: major city park, hot summer time,thirsty city-dwellers. Evian also bought Promoted Tweets to target ZIP codes around the neighborhoods to amplify the real-time efforts.
5. Consumer-centric: Appealed to consumer’s needs of water in a emotionally attached way.

“We are doing something that is a real-time service for the first time ever” said Olga Osminkina-Jones, vp of marketing for North America at Evian. I believe this new form of real-time social media engagement can be a successful model for future integrated marketing communications.

Links:

https://twitter.com/evianwater/status/500311084277178369/photo/1