6 brands hit refresh on their digital presence

SUMMARY

Nestlé Waters North America was looking to refresh the digital presence of their six regional spring water brands — from sites to social. Our partnership led to the strategic redesign of each website and a complete overhaul of their social content, establishing a unique visual identity and tone of voice specific to the region of distribution.

SIX BRANDS

Poland Spring
Arrowhead
Ozarka
Deer Park
Zephyrhills
Ice Mountain

CAMPAIGNS

Spreading local love

The regional spring water brands are exclusive to their particular region in the U.S. They’re from that region and only for that region. They keep the water close to the source — so it’s fresh, sustainable and grounded in the community. We took this campaign and weaved it into every digital touchpoint from websites to social and community management. Reinforcing the idea that as a local brand we’re part of the local fabric.

CONSUMER PRODUCT WEBSITES

6 unique brands,
one flexible template

The challenge was simple (but not easy): create a website for six regional spring water brands, telling their unique brand story while driving to product delivery. UX and content strategy developed a templatized approach that allowed us to showcase custom regional photography and each brand’s specific voice and tone. Our development team then created a custom CMS, so we wouldn’t have to reinvent the wheel every time we built a new site.

Nestle Spring Water Regional Brands

SOCIAL STRATEGY

Content that feels at home in your feed

With six bottled water brands from six different regions of the U.S. and a campaign driven by a localized message — we had to think local and act local. We worked with media partners to develop a strategic targeting approach on social media, reaching our fans on their home turf. We highlighted our favorite places to eat and hang, joined current conversations and inserted each brand into the local fabric of their region.


COMMUNITY MANAGEMENT

Building relationships
one fan at a time

As one of the most popular beverages in the Northeast, Poland Spring has a lot of fans. We tapped into this community by responding to conversations in real time, asking engaging questions and giving a voice to the brand they love.

Poland Spring Communit Management

CONTENT CREATION

Showing our true colors

We’ve traveled around the U.S. capturing regional content — from photography to video and gifs — giving each brand an authentic local flavor. By creating original content, we’ve been able to tap into what makes each region unique, distancing the regional spring waters from their competitors who are still largely using stock photography.

ANALYTICS

Real time data and decisions

87%

1:1 engagement rate for Poland Spring

3.2%

Growth in fans for Ozarka

22%

Increase in Twitter followers in 20 days for Deer Park

"Springbox has done a great job at presenting our brand stories to consumers through our newly updated brand websites. We know that when consumers visit our sites, they receive a fully branded experience and are able to find out what Regional Spring Waters represent. Springbox has helped illustrate our brand voice through our brands’ unique heritage, our regional spring locations and our commitment to the local communities on this important digital platform."


Christine Sumecki
Sr. Marketing Manager, Digital
Nestlé Waters North America