vitaminwater’s Real-Time Wins
Wendy’s Roast Day
Overview
Fast food restaurant chain, Wendy’s, called on brands and fans to respond on its TikTok video for some heat in what is known as its annual “Roast Day.” To grow our TikTok presence, we cheekily commented on its original video. As the first to be roasted by Wendy’s, we continued the conversation with a comment on their response video as well.
Results
Our comments to Wendy’s received 42.1K+ likes and 345+ replies as fans supported us.
Compared to the day before, we saw growth in the following metrics:
+608 new followers
an increase of 727% in profile views
an increase of 191% in comments
an increase of 33% in shares
We were mentioned by Ad Age in its recap of the day.
Boy Dinner
Overview
“Boy Dinner” emerged as a TikTok trend with men sharing videos of the random items they consume. Given our unhinged vitaminwater vibe, we posted our own twist on Instagram and on TikTok. Fans were shocked to see a combo they never dreamed of, keeping them locked in.
Results
Instagram
#1 in terms of Reel plays
#1 in terms of Reel shares
1.2K+ total engagements
TikTok
3K+ video views
100+ total engagements
Horse Text Convo
Overview
With relatable text conversations as a popular format, we created our own version on Instagram with a horse, given our audience’s passion for animals. Fans were excited to see such a beauty gracing their feeds, and it united horse girlies everywhere!
Results
955+ total engagements
9.4K impressions
7-Eleven’s Bring Your Own Cup Day
Overview
Each year, convenience store chain, 7-Eleven, has Bring Your Own Cup Day, which encourages customers to bring any cup for $2 slurpees. With vitaminwater slurpee flavors available at the stores, we got creative by posting our own TikTok video to activate on the moment, grabbing attention with our unexpected vessel progression and timeliness.
Results
#1 in terms of video completion rate
100% increase over the average watch time
Ice Spice x Dunkin’
Overview
In collaboration with singer, Ice Spice, coffee and baked goods chain, Dunkin,’ released its Ice Spice Munchkin drink, and the internet was going wild over its ingredients! Given our audience’s music interests, we paid homage to the singer and the drop through an Instagram post.
Results
13K+ impressions
1.7K+ total engagements