How do you introduce Sportwater to lifestyle sport participants in the Netherlands & Belgium who are looking for a healthy work life balance? Easy, find a lifestyle sport that has a link with water & balance and create a 360° communication approach via social media content, instore activation and an event.
Stand Up Paddle, aka SUP, is a booming lifestyle sport in the Netherlands & Belgium. This sport is the perfect fit between exercise and relaxation.
To introduce Sportwater and SUP to our target group we created social media content with two influencers: Eva Daelemans and Faya Lourens, both women love SUP. On top of that, by buying Sportwater in your local supermarket you could win an exclusive Sportwater SUP board.
During the summer we organized two SUP events: one in Rotterdam and one in Knokke-Heist. During those events participants could try out Sportwater and the sport of SUP. The five month activation campaign resulted in a substantial increase in sale of Sportwater.
Via social media, we reached more than 8 million active lifestyle athletes in the Netherlands and Belgium and got 9.8 million impressions. More than 22,000 people logged on to the website and more than 16,000 on pack codes were validated to win one of the 50 SUP boards.
The five month activation campaign resulted in a substantial increase in sale of Sportwater.