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LaCroixhaselbowedintothecrowdedsparkling-watermarketwithafreshapproachtodigitalmarketing.
LaCroix’sascentinrecentyearsliesasmuchinitsunconventionalmarketingstrategyasitdoesinitsneon-coloredpackagingandthechangingbeveragelandscape,sayexperts.UnlikeitscompetitorslikeNestlé’sPerrierandPepsi’sAquafina,LaCroixhasbypassedTVadvertisingandreliedonparticipatorysocialmediacampaignsinstead,playingintothemillennialdesirefor“authenticityanddiscovery.”
“Theproduct’sneon-coloredpackaginggivesitthatinstantpop,”saidToniBox,directorofsocialmediaandcontentatPMDigital.“It’snotsurprisingthatpeoplelovetoposewithitonhighlyvisualsocialplatformslikeInstagram.”LaCroixhasrecentlyattacheditselftotheWhole30program,forexample—amonthlongclean-eatingprogramthatisthelatestfitnessfad.Thebrandispostingcrowdsourcedphotosoffanswiththehashtag#Whole30approved.
Italsofrequentlyencouragesitsfanstousehashtagslike#LaCroixloveand#LiveLaCroixandusessocialmediaasavenuetodistributeitscocktailandmocktailrecipes,saidBox.LifestylebloggershavepinnedandsharedtheirowncustomizedLaCroixrecipesonPinterest.
ThebrandhasspecificallyturnedtoInstagram,AlmaPantaloukas,thebrand’sformerdigitalstrategist,saysonherLinkedInprofile.LaCroixlooksattheplatformtoengagewith“highlyengagedmillennials”and“toinspirethemtouseourproductsinmanydifferentwaysand/orstagesinlife,”shesays.ItwasthisfocusthatturnedInstagramintoitsmostengagingplatform,growingitsfanbasefrom4,000to30,000withineightmonthsin2015.(Itnowhas39,000.)
Onetacticisengagingwithpeoplewhotagthebrand,nomattertheirfollowercounts.Onemarketingpro,KellyFox,postedacoupleofphotoswithLaCroixcansforher2,500-plusfollowersthismonthandtaggedthebrand.ThebrandthensenthervouchersforcasesofLaCroix.
“IknowthatIambeinggenuinelyrewardedforbeinganadvocate,andamnotgoingouttherepostingonbehalfofeveryotherbrandlikesomeofthelargeinfluencerswithhugefollowings,”saidFox.“It’sasmartstrategyforthebrandtogoafterthesmallerfishinsteadofthebiggerfish.”
Industryexpertsagree.LaCroixhasfoundasmartwaytoblenditsproductwithacompelling“grassroots”influencerapproach,saidPMDigital’sBox.“Insteadofgoingafterinfluencerswithfollowersinthethousands,they’reactivelysharingcontentontheirfeedfromInstagramuserswithaslowas150followers,”shesaid.“Itgivesthemamoreauthenticandcommunity-basedfeel.”
SparklingwaterisagrowingcategoryintheU.S.,growingby26percentlastyear,accordingtoBeverageMarketingCorp,citedbyTheWallStreetJournal.AndLaCroixisthefastest-growingunsweetenedbrand,withitssalesmorethandoublinginthelasttwoyearsto$225.5million,secondtoNestlé’sPerrierbrandat$339.4million,accordingtomarketresearcherEuromonitorInternational.The30-year-oldbrandhasbecomethedrinkofchoiceforfitnessenthusiastsandSiliconValleyhipstersalike.“TherunningjokethesedaysisthatyouknowyourstartupisfailingifitswitchesfromLaCroixtoTalkingRain,”saidElaineStrauss,aBayAreaprofessionalworkingforStubHub.
ButwithNestléisexpandingflavorsandbothPepsiandCoca-Colaincreasinginvestmentsintheirlow-calorie,carbonatedofferings,competitionisheatingup.AndthatmeansthatLaCroixneedstothinkbeyondorganicengagement,saidJoeGagliese,CEOofinfluenceragencyViralNation.
“Thisisunique,gettingorganicreachthewaytheyhaveisalmostakintowinningasocialmedialottery,”hesaid.“Beingtheunderdoghashelpedthemsofar,buttheynowneedtocashinonthemomentum.”
Readmorehere:https://digiday.com/brands/the-lacroix-guide-micro-influencers/