Creator Plan

Objectives

Brand Awareness: Drive awareness and brand affinity of Culligan ZeroWater as the superior water filter.

Focus on the Filter: Educate and seed doubt to consumers so they know/understand the advanced capabilities of ZeroWater’s filter

Drive Purchase Intent: Through engaging content, encourage consumers to purchase the fitler.

Approach

Employ a 9-month program with a targeted list of social creators across Instagram and TikTok to drive brand awareness and educate on product superiority.

Partner with 9-12 creators for 3 rounds of content across Instagram and TikTok to promote ZeroWater's capabilities.

We partnered with micro-mega Instagram and TikTok creators to develop content that was unique to their pages

Results

Round over round we saw a decrease in negative comments, specifically when we ensured that creators developed videos that were organic vs. ad like

We saw a minimum of 93% of positive comment sentiment analysis including the following comments

" I absolutely LOVE my zero water filter! I take it with me when I travel and the water is so gross when I do! Seeing the two of you do this for this product gives joy lol"

"WHY DO I WANT ZERO WATER NOW!!???"

"I just switched to Zero also! It actually tastes so much better 🫧🤍💦"

We saw over 4M+ video views and 50K+ engagements after 3 rounds of content