Why Evian now spends 80 percent of its marketing budget on digital media

Why Evian now spends 80 percent of its marketing budget on digital media
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Evian is placing its bets on Snapchat, Instagram and influencer marketing in order to gain an edge. It’s a departure for the brand, which used to be focused on how “pure” its water was, said Olivia Sanchez, vp of marketing for Evian parent Danone Waters. “We have evolved to lifestyle moments: Evian is served at high-end events, restaurants and hotels,” she said. “A bottle of water is an extension of who you are and what you talk about.” Evian in the U.S. now spends 80 percent of its ad budget on digital, especially on social media and search, which Sanchez said are most cost-efficient in reaching the coveted millennial set that is likelier to reach for water than soda. “We are trying to steer away from traditional marketing channels,” she said. Snapchat and Instagram are two platforms that Evian is most interested in at the moment. For instance, in its “Live Young” campaign this summer, Evian added Snapcodes to the packaging of millions of Evian bottles. When customers scanned the code, they were directed to a branded Snapchat lens that let them dance in a baby onesie. Around 27.3 million people in the U.S., or 42 percent of Snapchat users, tried this branded filter, said Sanchez. Today, in order to access this branded filter, people need to play a mobile game that Evian has developed, where they go through a maze and grab Evian bottles on the way by swiping left and right. When they earn 1,000 points they […]

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