Creator Campaign: 6-month partnership Culligan ZeroWater
Kiara Augustin
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
Appendix
Round 1 example:
Loading this content connects you to Instagram.
Instagram privacy informationRound 2 example:
Loading this content connects you to Instagram.
Instagram privacy informationRound 3 content:
Loading this content connects you to Instagram.
Instagram privacy informationplease note that this campaign was completed when I was at MBooth Agency and I was on Culligan ZeroWater
Like this project
Posted Oct 16, 2024
Executed Culligan ZeroWater's day-to-day initial creator campaign. I managed 12 creators to produce 3 rounds of content across on IG, IGS, and TT
