Stick a Cap On It!
Bottled Water, Celebrity, and an Unquenchable Social Thirst
Recently a lot of attention has been paid to the world of bottled water. Activism around decreasing plastic usage, a crop of new flavors, and of course 2019 was the summer of seltzer. So much attention is levied at the bottled water world in fact that celebrities are now getting involved.
Gwyneth Paltrow’s GOOP recently partnered with an alkaline water called FLOW. The science is decidedly not settled on whether alkaline water is better for you, but the public agrees – it is trendy.
Lots of people want to believe that their bottled water comes from the purest sources beneath volcanic rocks. With that in mind, Dwayne “The Rock” Johnson announced a partnership with VOSS.
And so the floodgates opened – Will Smith and his son Jaden launched their own water brand, Just, in 2015, but only revealed their backing recently. They wanted the brand’s eco-friendly packaging to stand on its own.
Said the Fresh Prince: “We did not want this to be a celebrity brand. We’re just about to launch our second product and we felt like there were enough people who already have accepted the brand and it wouldn’t look like celebrities trying to sell some water.”
But that is what the newcomers to the industry look like from a distance.
How do the established players in the industry keep up?
Nestlé Waters has 14 bottled water brands, and 56 different social media accounts. They use social listening and analytics tool Talkwalker to keep tabs on a wide range of important variables across those accounts. They track everything from mentions, sentiment, trends — like plastic reduction or popular new flavors — to the competition and their celebrity backers.
For the largest brands across a variety of industries Talkwalker is a fount of valuable insights.
Nestlé Waters tracks their mentions, and goes deeper by looking at what those mentions are saying. By tracking their sentiment they are able to not only get a handle on what consumers are saying about them, but what’s really important: what they desire.
Booze & Bubbles: Soda Ain’t Cola at a Bar
Nestlé Waters tracks mentions for their brands specifically looking at cocktails. They want to understand consumer sentiment around their brands as a cocktail ingredient. That sentiment goes a long way beyond simple positive and negative analysis.
Any brand in or adjacent to the liquor space must ask themselves questions like: what do people say about the flavor? Can we improve the mouthfeel in some way? What liquors or brands do consumers believe pair particularly well with their products?
Using that kind of intelligence to inform their strategy Nestlé Waters is able to keep delivering popular products to cocktail drinkers.
Mealtimes & White Space Engagement
Just like every good social media manager knows the best times of day to post for their following, water companies want to know what time of day people are drinking their products.
Talkwalker lets them track volume and sentiment around which meals see the most action from their products. Lunchtime is an extremely important meal as few people eat it in their homes. Often they are on the go, at the cafeteria, or at their desk.
Nestlé Waters asks itself, “How can we become a more important part of lunch?”
By knowing when people are buying and drinking bottled beverages, Nestlé Waters is also able to get them engaging on social media about it.
Nestlé Waters inserts themselves into conversations where they want to be noticed. They look at things like users’ biographies to determine if they are a parent packing a kid’s lunch, a high school athlete with a bit of pocket money, or a commuter with dry mouth.
Whoever the customer, the brand’s goal is always to give them what they want. That’s the easy part. Making sure the message is received positively is a tougher challenge.
Talkwalker empowers them to a degree that they are able to ascertain whether their brand message will be positively received by the person they are proactively engaging. Nestlé Waters keenly tracks response rates of these 1:1 engagements. They adhere to the social media philosophy of showing people they are thinking about them, by meeting them where they are.
If you’d like to know the actual success rate please join us at DMWF on September 11th at 10:40am for the advanced level fireside chat: From Data to Insights – Social Listening Strategies from Nestlé Waters and Talkwalker.
What About The Rock & Gwyneth? How Is Nestlé Waters Countering That Celebrity Star Power?
Brands know that a celebrity endorsement is a powerful social indicator that can have a massive impact on sentiment and driving sales. However Nestlé Waters also keeps some iron-clad social media rules in mind when looking for a spokesperson:
- Show your fans you are thinking about them.
- Authenticity is the most powerful attribute on social media.
This is not a bridge that Flow, Voss, Just, and other start-up bottled water companies have had to cross yet.
Nestlé Waters positions itself in high traffic physical and digital locations where its brand values will be showcased naturally.
And if that natural interaction just happens to go viral?
Well, there’s no shame in losing to the best in class.
Find out more about Nestlé Waters virality strategy, and their advanced social listening techniques at the fireside chat at 10:40 on Day 1 of DMWF. We hope to see you there!
Talkwalker is a listening and analytics company that empowers brands and agencies to optimize their communication efforts. We provide companies with an easy-to-use platform to protect, measure and promote their brand worldwide. Talkwalker’s analytics platform uses AI-powered technology to monitor and analyze online conversations in real-time.
Over 500,000 communications and marketing professionals worldwide use our free alerting service: Talkwalker Alerts