How Evian water continues to breakthrough after nearly a decade of the “Baby Saga”
How to do?
Since its launch in 2009, Evian water’s baby saga has been incredibly successful — winning awards, generating millions of views, and even setting a Guinness World Record for the hottest video advert of all time (Evian Roller Baby)
But with the rapid growth of the internet, many brands are beginning to explore different marketing strategies, especially as user-generated content becomes more and more popular. it’s time for Evian water to find a new breakthrough.
The Evian Water Bottling Company currently spends 80 per cent of its marketing budget on digital media. The company is shifting its focus to social media platforms Snapchat and Instagram as well as influencer marketing to gain an edge in the bottled water market. The “Live Young” campaign, for example, includes Snapcodes on Evian bottle packaging, leading customers to use the brand’s Snapchat lenses, and after successfully completing a mobile game developed by Evian, unlocking Snapchat lenses that allow them to dance in a baby onesie. The results demonstrated that the campaign was a good way of guiding consumers to interact with the brand by combining it with a game.
In addition, Evian has collaborated with a number of celebrities and recently launched the first Evian x Balmain ready-to-wear collection, which features a unique couture dress made from PET thread from recycled Evian bottles. Such a combination of collaborative marketing and interactive content marketing allows Evian Water to connect with consumers in the fashion and style industry.
Always on the lookout for breakthroughs, the Evian water brand has also ventured into the emerging field of digital art with the launch of its first NFT, done in collaboration with artist Sara Shakeel. the NFT will exist on the Tezos blockchain, Evian chose this blockchain as the most environmentally friendly and in line with the company’s ethos and commitment to sustainability. This move undoubtedly puts Evian water at the forefront of emerging marketing trends, while also leveraging the power of social media to interact with consumers once again, in what is truly another innovative breakthrough!
Overall, the interactive content marketing trend is integral to all of Evian water’s e-marketing activities. In terms of why I’m interested in how brands are using it, it’s because I find brands’ utilization of interactive content marketing interesting. For brands, it allows them to more easily collect valuable data and insights alongside their marketing campaigns, which enables them to customize messages and improve future marketing strategies, ultimately driving business growth. For customers, interactive content helps create a memorable brand experience, and its shareability on social media platforms increases brand awareness and potential virality, leading to increased brand recognition and loyalty.
Is it helpful in achieving marketing goals
In fact, evaluating whether or not it’s helpful in achieving marketing objectives needs to depend on the purpose of each of the brand’s marketing activities, whether it’s to improve brand awareness, lead consideration or drive sales conservation... Looking at a single activity, Evian water has been very successful, with about 27.3 million people in the U.S. participating in its “live young” campaign. The co-branding campaign also raised brand awareness in the fashion world, and NFT’s social media campaign showed consumers that it is sensitive to popular marketing trends and socially responsible.
Will this trend die out or persist?
I think this interactive content marketing trend is here to stay, based on the following analysis: In terms of consumer demand, studies show that consumer preferences are shifting toward more engaging and interactive experiences. 79% of people believe that interactive content enhances retention of a brand’s message and leads to repeat business and more exposure. In terms of campaign effectiveness, the Demand Metrics study found that interactive content converts well 70% of the time, almost twice as much as passive content (36%). Interactive content is much more effective at educating buyers and differentiating your brand from competitors, and is more shareable than passive content. In terms of technological developments, social media platforms and various technological developments such as meta-universes are set to reinforce this trend, enabling brands to create and deliver interactive content more easily and efficiently. Finally for the brands themselves, it is a very good way to get information about user. This data can be used to provide a more personalized and targeted experience, which further strengthens the connection between brand and consumer.
As you can see, current trends and data suggest that interactive content marketing may still be an important strategy for brands. It’s important for brands to continually innovate and adapt their approach to interactive content to stay relevant and meet changing consumer expectations~
