Multi-Platform Campaign to Announce Brand Ambassadors and Engage a Community
PROJECT OVERVIEWOn March 18th, 1,139 people knew Athena Water. On May 11th, over 25,000 were engaging with Athena on Facebook. "The Warriors Are Coming" campaign combined the power of social media, celebrities, live video and digital media to create a multi-platform campaign that skyrocketed a virtually unknown water brand to a player in the breast cancer community across the web.
Need proof? Ask any of the nearly 5,000 people wearing a pink Athena wristband won during our giveaway. Talk to one of the 12,000 people who watched and asked questions via social media for Amy Grant and Angela Stanford to answer during a live chat.
In just under two months, Athena Water conquered digital media and came out with brand awareness that far exceeded its campaign goals. Athena Water is committed to donating $1 million to breast cancer awareness, research, and education by 2014. In 2012, Athena signed on three celebrity ambassadors, branded as "Athena Warriors." As a new brand with little traction online and limited retail distribution, Athena wanted to leverage the ambassadors to increase brand awareness in the digital space and engagement on social media.
Vert and Lighthouse worked to develop a digital strategy that included a full digital media campaign, a pink wristband giveaway, and social media integration which all promoted a Livestream video chat with the warriors. This campaign, which ran from March 19 - April 10 was so successful that both the wristband giveaway and media campaign were extended through May 11 and Athena Water gave away the maximum 100 wristbands per day in under 1 minute, creating a demand for which no one was prepared.
"The Warriors Are Coming" gave Athena Water a voice, a face, a name, and an engaged community.
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