Launching a new kind of water in India
Beverages · India · 2019-20
Social media, blogs, influencer collaborations and campaign content for India's first alkaline water, built around three content pillars.
The challenge
Alkaline water was a category most Indian buyers had never heard of. The content had to explain the product, make bottled water feel like a lifestyle choice, and give the page a personality in a crowded wellness feed.
The work
Every post had one of three jobs.
- Explain the product. Simple visuals that put the benefits in one picture, so the category was easy to grasp.
- Sell the lifestyle. Posts that tied hydration to an active life, backed by collaborations with fitness and outdoor influencers.
- Keep it human. Light, shareable posts with no sales pitch, like an angry burger holding "pH level high high!" signs.
Alongside the posts: the copy, the content plan, blog articles and campaign content, made with the design team.
What it did
Over a year, the page grew steadily in followers, engagement and reach. The brand found its own place with its audience, and sales grew alongside it.
What this looks like for you
If people don't yet know why they need what you sell, the same three pillars work: one post type that explains, one that shows the life it fits into, and one that's simply fun to share.