STRATEGY, CREATIVE, DEVELOPMENT, ORGANIC SOCIAL & INFLUENCER, PHOTO & VIDEO PRODUCTION
FOOD & BEVERAGE
700%
40%
INCREASE IN SOCIAL ENGAGEMENT
30%
INCREASE IN SOCIAL REACH
600K+
IMPRESSIONS (15% INCREASE MoM)
Eternal Water came to Giant Propeller with several business barriers:
01
Consumers were buying Eternal Water in-store, but didn’t really know the brand, its mission, or the product differentiators. Eternal Water had little to no brand awareness.
02
Branding on the packaging was difficult for consumers to see, which made the brand less recognizable and less memorable. Eternal Water lacked brand recognition in-store, and their packaging did not stand out from the competition.
03
Eternal Water’s branding was inconsistent and dated across digital channels which led to poor brand recognition online.
04
The Eternal Water website was difficult to navigate, displayed unclear messaging, and had an overall poor user experience. This caused a lack of website traction and user engagement.
05
The brand’s Social Media presence had not been established, so we essentially needed to build Eternal Water’s Social following from the ground up.
Solutions.
In order to elevate Eternal Water’s brand, we needed to go back to the drawing board. We started with a brand audit to truly understand the product, industry, competitors, and consumers. From there, we clearly defined the brand, our target audience, and our holistic marketing strategy for our path to brand recognition and growth.
Brand Strategy
As part of our brand audit, we conducted in-depth market research and surveys, developed clear brand positioning, and established points of differentiation utilizing our Blue Ocean Space tool.
We established a clear Brand Purpose utilizing our Brand Equity Pyramid methodology. This pyramid serves as the north star for our brand strategy and overall messaging.
Brand Identity & Creative Direction
With a solid foundation, we began revamping our brand identity to help modernize Eternal Water and differentiate ourselves in the premium alkaline water space.
The creative team put together new brand guidelines and concept boards to communicate visual design direction for new marketing collateral and packaging. For example, one of our packaging suggestions was to move the product label to the front of the bottle so the branding would be clear and identifiable.
Our new brand strategy also called for a content refresh. Being the full-service marketing agency that we are, we conducted a photography and videography shoot to capture fresh content for the brand.
With new brand guidelines and assets, we were ready to update messaging and content across channels. This would help us achieve a modern and consistent brand identity online and in stores.
Social Media & Influencer Marketing
We gave Eternal Water’s social media platforms a brand refresh and got to work – building not only a following, but a community.
We created highly engaging original content via our Influencer program – focused on highlighting UGC and creating reactionary posts in culture.
We fostered an engaged Eternal Water community with A-List celebrities including Dame Lillard, Obie Toppin, Tyreek Hill, Dwayne Wade, Jae Crowder and Big Boy.
Results.
Our brand strategy enabled us to create a refined brand identity for Eternal Water. We modernized the brand, established consistency across channels, and differentiated ourselves in the premium alkaline water space.
700%
INCREASE IN INFLUENCER GENERATED REVENUE
40%
INCREASE IN SOCIAL ENGAGEMENT
30%
INCREASE IN SOCIAL REACH
600K+
IMPRESSIONS (15% INCREASE MoM)
Packaging Design
We elevated the Eternal Water brand through our new packaging design – accomplishing our goal of creating a unique bottled water product.
Photography
We captured modern product and lifestyle photography to refresh our imagery and bring the Eternal Water brand to life.
Videography
Continuing on our production journey, we captured video footage to showcase across channels demonstrating how to open and use the product.
Web Design & Development
One of our core channels was the Eternal Water website. We updated the site with our new brand identity – elevating the content, refreshing graphics, and revising our messaging across pages. We also optimized the website’s UX/UI on both desktop and mobile versions to improve overall customer experience online.
Creative Development & Product Launch
Our updated creative and messaging generated awareness and sales for Eternal Water’s product launch campaign for their new boxed water.
We developed campaign creative and messaging to generate buzz and spark meaningful conversations about sustainability and ease of use.
Using lifestyle photography throughout the campaign, we showcased the product in real-life context, and positioned Eternal Water as a replacement for your at home or office water jug. This drove an upsell to the 3-pack subscription.
Social Media & Influencer Strategy
Our social media and influencer marketing efforts immediately impacted Eternal Water’s brand awareness and social engagement. Our strategy led to:
700% growth in influencer generated revenue
Grew our social presence to thousands of followers
Increased overall social engagement by 40% from previous quarter
30% increase in accounts reached
600K Impressions (+15% month over month)