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Vitaminwater Wet_Fam

Role

Provided insights, content plans, and messaging to roll out creative and community strategy.

Content

Communications, messaging framework, social media, community management, ambassador marketing, gaming, survey, branded items

    Loyal fans of Vitaminwater wanted to be recognized by their favorite nutrient-enhanced brand, with many asking to be sponsored as a way to flex how deep their loyalty goes. We decided, "Why not sponsor... everyone?" We created a Vitamwater community called "wet_fam" with 100 brand ambassadors where beverage enthusiasts could come together and bond over their shared interests on social and in a private Discord server. Wet_fam got exclusive access to releases, custom swag, and special activations like gaming. All of which went down during the pandemic, where a sense of community was coveted.

    ➜ Shorty Award finalist for best Online Community among 16 nominees
    ➜ Helped the wet_fam grow to 230+ people
    ➜ Wet_fam made up <.0007% of vitaminwater's total Twitter following but generated 2% of total social conversation
    ➜ Conversation volume increased 31% from the previous year
    ➜ Positive sentiment was 93% favorable, up 4.5%
    ➜ 10.4k new twitter followers in a year
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