Bonafont, the leader in the category, wanted to further increase water sales, while at the same time increasing the market as a whole. The solution was to invest in increasing people’s awareness of the importance of drinking at least 2 litres of water each day, as recommended by the World Health Organisation.

The strategy was based on engaging opinion makers and social media influencers in the campaign with a gift that would please them and at the same time transmit the brand's message. So we developed a desktop mini fridge enhanced with social media capabilities through mobile technology. The device includes a system to automatically post on the owner’s Twitter profile each time its door is opened. With this automation we were able to overcome these opinion makers' natural inertia.

Everyone who received the mini fridge installed it and participated in the campaign. The device was a social media hit, with mentions in blogs in over 80 countries. We reached a 3% engagement rate (retweets, comments, likes). In this spontaneous manner, we reached mass media, gaining space for the brand’s initiative in major communication vehicles in the country and expanding our reach from 6.7m Twitter users to over 25m people, through newspapers, magazines and television shows.

In order to engage opinion makers, we sent them a gift: a desktop mini fridge with an automated system that published to their social profiles.

We started sending it to the most influential twitters. The device became a social media hit. 3 months later we sent new fridges to influential personalities in other media, such as newspapers and TV. That was when the brand’s message reached newspapers, magazines and television through pieces highlighting our device and Bonafont's initiative.

Using Twitter we impacted 6.7m users every day, with highly personal messages. We achieved an average engagement rate of 3% (retweets, comments, likes). We watched as the device became a social media hit with over 12,000 blog mentions in 86 countries.

In this way we reached mass media, gaining space for the brand’s initiative in major communication vehicles around the country.

The result was a 3.4% increase in market share and a significant and successful campaign to inform people about the importance of staying hydrated.