HIGHLAND SPRING: LAUNCHING FLAVOURED STILL WATER

We recently launched a brand new range of Flavoured Still Water for Highland Spring on social. This was part of an integrated launch featuring social media, paid media, influencers, sampling, and shopper activations.

Our focus was very much on how we can make some social first content that would drive awareness and leave people wanting to try it.

Our strategy was to develop a two phased approach, with a suite of assets designed to target people at different points of the funnel. First we adapted the hero visuals for some awareness ads that ran throughout phase 1. Now that people had seen the new products, we then served up a series of Vox Pops of people trying them for the first time. This was to act as some social proof and reinforcing the taste and quality aspects of the products. This was then followed with a series of CGI videos where the fruity flavours started appearing in everyday scenarios.

Combined the total campaign generated over 11 million impressions across social media and brand tracking showed a great increase of awareness. On top of that our video series smashed benchmarks for hook and hold rates across the board. (Industry averages for Meta are sitting at 30% hook rate and 10% hold rate.)

Our vox pop videos generated:

Flavour rating?
- Hook rate: 56%
- Hold rate: 16%

Would you buy?:
- Hook rate: 42%
- Hold rate: 18%

Our CGI videos generated:

Apple
- Hook rate: 64%
- Hold rate: 31%

Lemon and Lime
- Hook rate: 66%
- Hold rate: 20%

Strawberry
- Hook rate: 50%
- Hold rate: 18%

We call that full flavour marks all round!