EarthWater
"Purely delicious and sustainably sourced, EarthWater is the eco-friendly choice
for hydration."
Israel Akhuetie | Nexford University | MKT2200 Module 2 | Dr. Cornelius Session |
July 17, 2023
A beverage company is launching a new flavored water drink that will be packaged in a container that when planted in a garden
will grow flowers and vegetables. The company wants to promote the product to people who already consume flavored water but
who will switch because the packaging is eco-friendly.
ABOUT US
Earth Water is a flavored-infused water that offers a healthy
alternative as it is made from real plant and fruit extracts. The
flavored spring water has no added sugar or artificial
coloring, and is best of all, plastic-free.
Our product materials are 100 percent renewable, recyclable,
and refillable, which makes it good for you and also helps to
save the environment from the dreaded plastic bottles that
block our drainage systems.
OVER
PROBLEM
The oceans are full of plastic waste, yet
people still drink sugary drinks and use
plastic water bottles. In the US, 60
million plastic water bottles are thrown
away daily, taking up to 1,000 years to
decompose and releasing harmful
1,000
chemicals.
American open a bottle of water every single second
DEMOGRAPHY
• Age: The company targets individuals who are between 25-45 years
old, who are more health-conscious and willing to try new products.
• Gender: The product is targeted towards both men and women.
• Lifestyle: The company targets individuals who lead an active lifestyle
and are interested in health, wellness, and fitness.
• Income: The product is targeted towards individuals with a higher
disposable income who are willing to pay more for premium products.
• Geography: The company targets individuals living in urban areas who
are looking for convenient and healthy options.
CONTENT STATISTICS
Video Content
Social Media
As of 2023, people are currently watching an average of
Across the globe, 16-24s are devoting the most
17 hours of online videos per week. Additionally, video
time per day to social media – just under three
content is 52% more likely to be shared than any other
hours, on average.
type of content.
Influencer Marketing Educational Content
Influencer marketing offers comparable or better ROI According to a survey by Demand Gen Report,
than other marketing channels, with 89% of 47% of buyers viewed three to five pieces of
marketers agreeing that it is effective. content before engaging with a sales
representative.
User-Generated Content
Consumers trust user-generated content more than
brand-created content, with 93% of marketers
acknowledging this fact. UGC highly impacts
purchasing decisions, with consumers finding it 9.8x
more impactful than influencer content.
• Our approach educates and engages our audience about hydration and healthy
living, showcasing the convenience and benefits of our product.
• We create content that resonates with our audience, promoting brand
CONTENT awareness, customer loyalty, and sales.
• Our strategy includes blog posts, social media, influencers, user-generated
MARKETING content, and educational resources emphasizing Earth Water's health benefits
and convenience.
APPROACH • We will use videos, such as tutorials and testimonials, to showcase Earth
Water's positive impact and create an emotional connection with our audience.
A Quick description of our content marketing
approach, at Earth Water. • Our content positions us as the go-to brand for healthy hydration, committed
to UN Sustainable Development for clean water and sanitation.
E-commerce
Brick-and-Mortar
Retail Stores
MARKETING
Social Media
CHANNELS
Email
Marketing
Events
Website/ Blog
The plan is to optimize the website to give customers the best
experience and showcase products. A fully responsive e-
commerce-enabled website will be created to allow customers to
checkout without visiting external sites.
CHANNEL
STRATEGY Email Marketing
We plan to create an email marketing campaign that features a mix
of educational and promotional content. Subscribers will receive
an exclusive newsletter that includes health and wellness tips. This
approach will assist in building long-term relationships with clients
and maintaining their engagement with the brand.
Next
Social Media
We will create a content calendar that features a mix of educational
and promotional contents that aligns with our brand values and
resonates with our target audience. We will leverage user-generated
contents to showcase our product in action and to foster a sense of
community among our audience.
CHANNEL
STRATEGY Brick-and-Mortar Retail Stores
We will focus on leveraging other retail channels by partnering
with selected retailers that align with our brand values and have a
strong presence in our target markets. We will ensure that our
products are prominently displayed and easily accessible in these
retail stores, with clear signage and attractive packaging.
Next
CONCLUSION
Our content marketing approach will be
effective because it is focused on creating
valuable and relevant content that is backed by
data and speaks to our audience's needs and
interests, thereby establishing trust and
credibility with them. This will help increase
brand awareness, engagement, and loyalty
REFERENCE
Bump, P. (2020, July 28). How Video Consumption is Changing in 2020 [New Research]. Blog.hubspot.com.
https://blog.hubspot.com/marketing/how-video-consumption-is-changing
dan. (2019, February 20). Stackla Survey Reveals Disconnect Between the Content Consumers Want & What Marketers Deliver. Nosto.
https://www.nosto.com/blog/report-consumer-marketing-perspectives-on-content-in-the-digital-age/?ref=buffer.com
Gaffney, A. (2020). 2020 Content Preferences Study B2B Buyers Increasingly Look For Credible “Show-And-Tell” Experiences To Drive
Buying Decisions. http://e61c88871f1fbaa6388d-c1e3bb10b0333d7ff7aa972d61f8c669.r29.cf1.rackcdn.com/
DGR_DG121_SURV_ContentPref_March_2020_Final.pdf
Healthy Human. (2020). Plastic Water Bottle Pollution: Where do all the Bottles End Up? Healthy Human.
https://healthyhumanlife.com/blogs/news/plastic-water-bottle-pollution-plastic-bottles-end
Mander, J., & Kavanagh, D. (2019). GlobalWebIndex’s flagship report on the latest trends in social media. Globalwebindex.
https://www.gwi.com/
Smart Insights. (2019, March 11). 80% of marketers find influencer marketing effective | Smart Insights. Smart Insights.
https://www.smartinsights.com/online-pr/influencer-marketing-effectiveness/
