WOM about Aquapod achieved 2.5 times more reach than projected, influencing over 2 million purchases
Seeing an opportunity in the rapidly growing bottled water category, Nestle Waters developed Aquapod, a bottled water specifically for kids. In 2006, the client engaged BzzAgent to help launch the product. After the success of the first program, the client decided to launch a second WOM program in 2007 to continue to drive trial and awareness for Aquapod.
BzzAgent engaged 10,000 Agents for the campaign, providing each Agent with a BzzKit that allowed the and their children to try the product:
- Two 11 oz. bottles of water
- One “free multipak” coupon
- Seven $0.50 off coupons
- Five temporary tattoos
- An official BzzGuide with product information and guidance on how to spread the word
Objective: Generate Awareness
- Campaign reach was 265% above average and exceeded the reach achieved for Aquapod in the 2006 Campaign
- 55% of the consumers reached had not heard of Aquapod prior to being Bzzed
- The parents in the Campaign effectively reached Aquapod’s target consumer, talking to other parents with children under 18, teachers and recreational and sports instructors
Objective: Create Advocacy
- Virtually all Agents and their children had a positive opinion of Aquapod, and most consider it a better product than other bottled waters
- 81% of Agents’ children requested Aquapod by name
Objective: Drive Trial
- While Agent consumption of bottled water increased during the campaign, usage of competitive water brands declined with some brands declining as much as 76% from pre- to post-Campaign
- 90% of Agents distributed coupons and 83% know of at least 1 person who purchased an 8-pack
- The Campaign influenced nearly 2.5 million purchases
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