To launch the Vita Coco brand to the Irish Market with a positive tone of voice and establish it as the number one coconut water brand in Ireland. To educate consumers on the unique benefits of coconut water and establish Vita Coco as the hydrating solution of choice with the target market.
In order to meet the campaign objectives, Drury | Porter Novelli advised the use of traditional PR tactics alongside the strategic and innovative use of social media to engage with media and influencers, to create excitement about the brand. While traditional PR provided us with the platform, social media allowed us to build greater brand awareness and create a buzz and talkability around the product.
The agency set about planning a programme of sustained activity which would engage core media, raise awareness and drive social conversations through the following pillars of activity – a national PR launch, a strategic social media campaign, product seedings, influencer engagement, event sponsorship, and media competitions.
Through the use of influencer engagement, targeted seedings and clever media relations, the strategy devised by Drury | Porter Novelli has been extremely successful to date. We have helped to establish the brand as market leader in the coconut water category with sales of Vita Coco growing exponentially since launch, whilst managing the social media platforms for the brand attracting over 3,300 followers on Twitter. The campaign also used traditional media in a highly effective manner with 70 national PR hits achieved. Drury | Porter Novelli was also nominated for a PRII Award – Best Use of Media Relations (Digital) – for its work with Vita Coco..