Vita Coco were looking for customers seeking more natural, healthier options. Especially health-conscious (not health-fanatical) individuals and ex-soda drinkers. With this audience being primarily younger and millennials, social media was the obvious channel for awareness and engagement.
As this group are bombarded with content, we thought a contextual, targeted approach would cut through and gain positive connectivity. Our solution was five different video messages, with animated content and copy, that could be targeted by time-of-day, day-of-week and location:
• ‘Hangover’ (mornings, Fri-Sun)
• ‘Gym’ (mornings, Mon-Weds)
• ‘Smoothie’ (evenings, Mon-Thur)
• ‘Pick me up’ (afternoons)
• ‘Hydration’ (hot days/mid-afternoon)
To ensure these messages were appropriately formatted, and could be re-purposed across channels, we shot all the assets in-house. And then segmented across Youtube, Facebook, Instagram and Snapchat, DOOH. AB testing was also undertaken.
The campaign has performed very positively: 4 x better than industry standards. Instagram users reacted particularly well to the animated, contextual content; commenting on the creative and sound design, especially. A refreshing result for Vita Coco and Candyspace alike!