vitaminwater: make boring brilliant
Teens get bored in about two seconds. We know this because they tweet about it over 5 million times a week (and because we were teens once). That’s why vitaminwater, experts at solving boring stuff—like plain old water—set out on a mission to make every other boring thing more brilliant for their fans. That’s where we came in—helping transform Twitter from a 140-character yawn into a brilliant engine for direct response via social media. One that could deepen engagement on the spot while also driving fans to the brand’s website. So how did it all work? With a simple promise: tweet us what’s boring, and we’ll make it brilliant. During the #makeboringbrilliant campaign, teens tweeted us what bored them using the hashtag, and we replied with brilliant content made just for them. Your mom’s cat is boring? We’ll respond with a brand new pet: the (cat + owl) meowl. Awake in the middle of the night? We’ll send you a sexy panda video to serenade you to sleep. All in all, over 1,000 unique videos, gifs, and images were created—including hipster zombies, yeti nanas, and one extremely sultry kangaroo. The results of all this custom (and sometimes crazy) work? Teens everywhere received direct replies that made their boredom brilliant. Over one million fans were driven to vitaminwater.com. And Twitter referred to the campaign as “best in class” at its #furtherfaster conference, which was really just the icing on the cake. Or as we like to say, the vitamin in the water. Because—well, you get it.