Gerolsteiner Sparkling Mineral Water, a wildly popular beverage in Europe and other regions around the world, faced an awareness challenge in the United States due to limited distribution and strong competition. It wanted more Americans to sample Gerolsteiner to taste the quality and experience the health benefits of the product.
The brand found success in European markets with the “Sparkling Detox Challenge,” an annual campaign where consumers are invited to replace their beverages with Gerolsteiner for five days to experience health results. Likeable built on this idea by revamping the campaign for a U.S. audience, pursuing a multi-faceted approach to increase reach, generate sweepstakes entries, and drive higher Detox group membership and participation. Our initial trial in 2015 showed that we also needed more touch-points with consumers to fuel participation, so we expanded the campaign in subsequent years, steadily outperforming our previous executions.
Increase in Post Reach from 2015 to 2017
Increase in New Group Members from 2015 to 2017
Total Fan Posts in Facebook Group