Fun & user generated content works well even for “serious” products if you find the formula… And, we found the right formula for Stoperol Hydra.
CHALLENGE to build the BRAND awareness and the CATEGORY itself
Stoperol Hydra is an electrolyte product, which helps for optimal body hydration. Few years ago, it was a very new brand with minimal market share.
Let’s say it directly – this was a difficult for communication category with very limited awareness of the people why and when this product is needed and on top – Stoperol Hydra was a new brand in the segment where one brand has predominantly occupied the market.
AND IT WAS FOCUSED ON KIDS as primary users because they are easily dehydrated and need fast support.
So, with this specific topic purely informational approach could not connect and engage our target audience on emotional level.
We were challenged to create brand’s unique voice and long lasting strategic communication.
We shaped the brand distinctive image from the basics with the creation of UNIQUE & FUNNY BRAND HEROES, the hydration electrolytes – with their own voices and unique tempers.
And developed further a long-term communication based on their quests, interactions with the audience and stories…
PRESENTING THE NOBLE HEROES THROUGH THEIR QUEST VS. THE EVIL DEHYDRATION
What a better way to present a hero to the public than his quest for a good cause?
Finding an authentic, creative and inspirational story to communicate brand’s essence will give consumers a totally different entry to Stoperol Hydra brand and engagement that lasts longer.
A REAL ENGAGEMENT – OPEN END STORIES THAT WERE FINISHED BY THE AUDIENCE
We created a series of compelling stories with quest mechanics.
And each story (phase) was open for the proposals of the audience.
The idea was to use the fairy-tale quest as a game for parents and their children and in the same time to educate and build preference for the brand.
LET THE STORY BEGIN
The brand’s fairy tale was created in 4 interactive stages. As in every fairy tale our brand story had funny situations and chronicle – presenting brand’s characteristics in a memorable way. It also had the conflict – presenting thus the Dehydration as a witch… And finally the resolution of each stage came with a creative mechanism – engaging users to become authors and to write and send us their unique ideas for fairy tales’ final.
At the end of this emotional, authentic activation Stoperol Hydra’s fairy tale received thousands personal connections with consumers and their unique story resolutions.
MAKING NEXT STEPS IN BRAND’S STORY
Following the main concept, we engaged our brand heroes in next year activation – “Quiz with story in pictures“. The activation story unfolds in the fairy tale context, but this time with accent on stories in pictures.
The mechanics provided easy to participate way reaching greater audience after we already have established the base.
100% DIGITAL BRAND COMMUNICATION THROUGH STORYTELL EXPERIENCE AND BRAND HEROES
Brand platform
Following the storytelling approach, we developed unusual brand website around the brand heroes quest, not the product itself. It was done with the idea to be more of a blog rather than product website.
We also integrated the “useful” information using our brand heroes to communicate important topics regarding dehydration in series of informative, yet funny blog articles.
Fаcebook as our main channel to spread to story
Stoperol Hydra Facebook channel is main communication channel and all brand accents, activations and product information are presented with conceptual brand content.
WELL-DONE STORY – GOOD RESULTS
Few years later the awareness of electrolyte products among different target groups significantly raised and Stoperol Hydra became leading brand in this segment!