When you think about the holidays, sparkling water rarely comes to mind. Even with its' exponential growth over the last decade, relevancy over the holidays is -- well -- flat. So we sought out to make AHA sparkling water a main character during the holidays by making holiday gatherings less insufferable with a better kind of icebreaker.
We partnered with comedian Mamrie Hart, whose booze-themed YouTube and hilarious stand-up comedy was the perfect fit. Seeing that this would be the first time that social kicked off a proper influencer for AHA, it was critical who we led with. The creative team collaborated on scripts with input from Mamrie utilizing her tone and dry wit to best encapsulate taking the stress out of the holidays with a more effective icebreaker. We launched 6 icebreaker cross-promoted videos on Instagram in addition to 3 custom AHA cocktail recipe videos coming from her channel. We also supported the effort with IG stories of AHA-themed pickup lines for the holidays to try out as well.
Since launch, we have seen AHA and alcohol pairings as a consistent theme across the social conversation. We partnered with comedian Mamrie Hart, whose booze-themed YouTube and hilarious stand-up comedy was the perfect duo. Through this partnership, we gave fans the perfect holiday AHA drink recipes while providing them with funny conversation icebreakers. As we drove awareness this unexpected duo definitely was a breath of fresh air during the holidays driving over 111M impressions and VTRs of 4.12%. We also gave our fans long-awaited cocktail recipes where almost every impression (26k imp) we received also viewed the video (26k views). Our organic content also had stopping power as our VTRs (22%) were 5x those of our paid content (4%). By using Mamrie to drive awareness, we brought sparkling water to the forefront of consumers' minds during the holidays.
