The aQuellé Summer "Favour the Flavour" required a 360° integrated marketing campaign that amplified their through-the-line initiatives.
We understood that consumers reminisced about “Flavoured Water”. So we aimed to reconnect with an audience that was thirsty for change.
We needed to educate, engage, encourage and upsell the “Favour the Flavour” summer campaign through a strategic digitally led campaign.
aQuellé’s “Favour the Flavour” campaign is built around the connection between consumers and the brand. It’s a call to action to choose flavoured drinks. Educating and reminding consumers about the aQuellé flavoured range.
To engage with aQuellé’s primary target audience, we amplified the campaign messaging with paid performance media across Meta, YouTube and Google Display, cost-effectively reaching a larger and targeted audience. We then partnered with 10 well-known influencers, ensuring that we leveraged their engaged communities. aQuellé bottles include a scannable QR code that served as a portal to a custom WhatsApp API for consumers to enter their on-pack competition which included “instant prizes” as well a grand prize.
The 360 integrated campaign incorporated Paid Media, YouTube, Whatsapp API and influencer marketing which proved effective and was a well-received campaign.
Together with the OK_AG digital team, aQuellé was quickly able to prove why WhatsApp is considered to be the service and marketing channel of the future.
The brand aimed to use WhatsApp as a means of competition entry mechanic for a more personal connection with their community. As a result, the brand was able to:
We recruited 10 influencers, 1 for each flavour. Influencers were selected across a range of categories, sports, momfluencers, content creators and radio personalities, to ensure that we aligned their audiences to the brands essence of real joy. Our influencers took their followers along for the “Favour The Flavour” journey and rewarded followers for favouring their flavour.
