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INFLUENCER GENERATED CONTENT. SPARKLING WATER BRANDS. BENCHMARK. REPORT. With The Sparkling Water Industry Continuing To Grow, Brands Look to Target Millennials. The global sparkling water market is expected to grow at a CAGR of more than 3% during the period 2016-2020.
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INFLUENCER GENERATED CONTENT SPARKLING WATER BRANDS BENCHMARK REPORT
With The Sparkling Water Industry Continuing To Grow, Brands Look to Target Millennials The global sparkling water market is expected to grow at a CAGR of more than 3% during the period 2016-2020. Unflavored sparkling water accounted for over 74% of the total market share in 2015. Millennials are the major target audience for sparkling water brands and they have developed products and strategies to target this generation. The high incidence of obesity in America has led to a shift from sodas to sparkling water. Soft drinks, carbonated drinks, ready-to-drink tea, and coffee pose the biggest threat to the global sparkling water market. Sparkling water in 250-ml and tin formats will be key to the growth of market from 2016-2020 because they are convenient and portable. Source: TechNavio– Global Sparkling Water Market (2016)
IGC: AN IMPORTANT PIECE OF AN INTEGRATED STRATEGY Millennials make up one quarter of the U.S. population and, by 2018, their spending power is estimated to reach $3.39 trillion, giving them the most spending power of any generation. 1 Millennials are also the most connected generation, ever. Over 85% own smartphones, 83% connect with companies online, and 64% believe social media is one of the most effective channels for reaching brands. 1 In order to appeal to Millennials, brands need to meet them where they already are – online. Partnering with influencers helps brands establish authentic communication channels while maximizing the the breadth of content production required today to be relevant. With more and more brands adopting an Influencer Marketing & Relations strategy as an always-on solution, share of influencer voice has emerged as a critical indicator of market share and competitive advantage, prompting a departure from digital advertising as we once knew it. This trend continues to be exemplified in the sparkling water industry where increased transparency around nutrition, distinct product packaging, and convenience & portability have appealed to a Millennial market. Source: Ascend –41 Revealing Stats About Millennials Every Marketer Should Know (2017)
MARKET SHARE VS. SHARE OF INFLUENCER VOICE 120.9 CATEGORY AVG. ENGAGEMENTS / INSTAGRAM POST CATEGORY LEADER IN ENGAGMENTS 508.3 CATEGORY LEADER, AVG. ENGAGEMENTS / INSTAGRAM POST
IGC CHECK LIST Key takeaways fromSparkling Water Brands IGC Category Leaders
Sparkling Ice IGC is all-encompassing and speaks to a diverse target audience. Copy includes health benefits, recipe and craft ideas, and general product reviews. IGC from Sparkling Ice’s ’Be Not Bland’ campaign utilizes vibrant color-schemes to celebrate ‘the people, places, and personalities that fill life with flavor.’ Since 2010, Sparkling Ice sales have increased over 6,000% and its flagship line has earned over $371 million in sales in a 52-week period. 1 Source: Bev Net (2017)
S. Pellegrino IGC associates the drink with a travel lifestyle, aiming to position the brand globally and appeal to a Millennial market. IGC distinct product packaging makes for instant product recognition among a variety of items. IGC appears in high-end hotels and fine-dining venues, positioning the S. Pellegrino product as a luxury beverage.
LaCroixIGC leverages a vastmicro-influencer network on Instagram that shares recipes and product experiences. IGC product packaging is colorful and vibrant, matching the ‘carefree’ Lacroix brand image and appealing to Millennials. LacCroixhas fostered a community around the beverage, ensuring a steady stream of authentic content creation.
Perrier IGC relied on content creation from fashion influencers to promote new flavorsand speak to the nutritional value of the beverage. IGC features a product packaging redesign that reinforces portability and convenience and positions the drink as an on-the-go beverage. IGC copy includes personal testimonies about how to the brand inspires influencers’ creativity.
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