Nestlé Waters North America’s 6 regional spring waters brands — Ozarka, Poland Spring, Arrowhead, Deer Park, Zephyrhills and Ice Mountain — are each sourced and distributed regionally. In order to highlight this local message, each brand needed a digital presence that would tell a regional story and play a critical role in a complex campaign ecosystem.
In order to roll out the concept “From Here, For Here,” we traveled around the country to get to know the people, places and things that made each place unique. Photography was captured at each spring location, and throughout each region, while conversations with locals helped shape a unique voice and tone for each brand.
The content was all rolled out through social and by utilizing a flexible website template that would work for all 6 brands — laying a framework that would allow us to change content brand by brand, but still create a unique experience.
With the websites at the center of the touchpoint ecosystem, we created digital branding, photography and personality style guides that would create a cohesive experience with all other brand assets, while upholding digital best practices.
Each site highlights custom spring photography and a unique voice that speaks the language of that region. Spring locations and a timeline of history in each community showcase the longevity of their story, while community pages highlight their commitment to the future. Simple paths to purchase and product finders make it simple for consumers to locate and stock up on their favorite products.
In order to deliver authentic content, photographers and writers were hired in each region to help execute on the voice and style for each brand. Content was distributed according to regional strategies and community managers engaged in meaningful conversations at the local level.
Website traffic increased from 8-48% across each region and positive sentiment went up across all brands from 47-108%. Each brand also saw a household penetration increase of 8-52% and there were sales increases across the board, ranging from 9-17%.
I lead the pitches that won the work and then took on the role of digital creative director. I collaborated with an integrated agency team to developed brand positioning and then determine the role of every touchpoint in the ecosystem. I set the vision for the websites and social content and oversaw associate creative directors and integrated teams as they strategized and executed across the digital ecosystem to bring the brands to life.