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纯度测试
案例简介：结果 意识: 电视明星、演员、记者、运动员和 100 多名博客作者加入了这项运动，并开始了关于硝酸盐的全国对话。我们的 Facebook 页面吸引了 100万粉丝，超过了历史上的标志性品牌。该活动的有机影响力总计为: 超过 560 次有机提及，3,141,366 次无偿收视率。最重要的是，在整个罗马尼亚，人们加入了硝酸盐地图: 超过 1,600 个自来水,127 个河流和湖泊以及 687 口井通过我们的在线应用程序进行了测试和共享。考虑: 该活动被认为是为了传达重要信息 (+ 44% vs.avg)，与其他信息不同 (+ 37% vs.avg)。业务: Aqua Carpatica 是 water 品牌有史以来销售额增幅最大的品牌，在该类别中从 #4 增长到 #2。 战略 我们的目标是有健康意识的人: 那些关心他们和他们的孩子喝的水的硝酸盐浓度的人。但也有无意识的人: 那些不知道高硝酸盐饮用水的危险，或者不认为威胁是真实的人。(来源: Zelist Media Monitoring) 我们关注了那些喝瓶装水的人，但也影响了那些从水龙头或最近的水井或泉水喝水的人。住在大城市的人，也住在小村庄的人。我们知道看到意味着相信。因此，我们让人们自己看看他们的饮用水有多纯净。我们赋予他们知识，同时挑战他们发现更多。这项测试也达到了 KOL: 博客和记者，他们在网上发布了他们的结果，并开始了关于硝酸盐的全国对话。 活动描述 由于硝酸盐含量不受监管，我们必须找到另一种方式来增强人们的权能。与水瓶一起，我们提供了一个新的工具 -- 纯度测试 -- 一个小纸带，当它被浸入水中时，可以显示硝酸盐浓度。无论他们是从水井里喝水，还是从当地的河流、瓶装水或自来水里喝水，人们现在都有机会知道他们唯一的水源是否纯净，并采取行动。以防他们发现一个硝酸盐浓度高的水源人们被鼓励把它钉在 Aqua Carpatica 的 Facebook 页面和网站上的在线硝酸盐地图上。 相关性 这是一个关于一个年轻品牌是如何通过演讲和武装罗马尼亚人来证明其品牌主张的故事。市场上最纯净的水 Aqua Carpatica 让消费者了解他们的饮用水有多纯净，并开始了关于硝酸盐的全国性对话。 执行 600.000 通过零售连锁店、国家活动或杂志插页的抽样活动向消费者提供测试。在线平台: 通过在线激活机制，我们鼓励用户更进一步: 在测试了他们喝的水之后 -- 无论是湖水, 自来水或泉水 -- 他们可以把结果钉在地图上，并与其他用户分享。社区:我们一起强大了在线社区，在一个由公民义务驱动的共同目标下工作。不仅仅是接受测试的人应该能够获得信息，每个人都应该确保他们的饮用水是纯净的。如何？通过分享的力量。除了帮助他人之外，没有任何激励，用户在纯度测试图上分享了硝酸盐浓度，上传了照片和评论 概要 Aqua Carpatica 是一个具有强大差异化的挑战者品牌。由于硝酸盐含量最低，它是市场上最纯净的水。在硝酸盐污染方面，罗马尼亚在欧洲排名第一，硝酸盐污染是由一个主要是农村国家的大规模农业造成的。它有超过 2.000 个城镇和村庄，每年有数以百计的中毒病例。与此同时，罗马尼亚人对他们喝的水一直蒙在鼓里，因为瓶装水生产商没有被迫披露标签上的硝酸盐含量。 aqua Carpatica 需要引起人们对硝酸盐问题的关注，并教育消费者他们的饮用水质量。
纯度测试
案例简介：Outcome Awareness:TV Stars, actors, journalists, athletes and more than 100 bloggers joined the campaign and started a national conversation on Nitrates. Our Facebook page reached one million fans, more than historically iconic brands.The organic reach of the campaign totaled in: more than 560 organic mentions and 3,141,366 total unpaid viewership.Most importantly, all over Romania, people pitched in to fill the Nitrates Map: over 1,600 tap waters, 127 rivers and lakes and 687 wells got tested and shared via our online app.Consideration: The campaign was considered to communicate important info (+44% vs. avg) and different from others (+37% vs. avg).Business:Aqua Carpatica had the largest ever sales increase for a water brand and went from #4 to #2 in the category. Strategy We targeted the health-conscious: those who care about the Nitrate concentration of the water that they and their children drink. But also the non-conscious: those who are not aware of the dangers of drinking water with high level of Nitrates, or who don’t consider the threat to be real. (Source: Zelist Media Monitoring)We addressed those who drink bottled water, but also impacted those who drink water from the faucet or from the nearest well or spring. The ones who live in big cities, but also the ones who live in small villages.We knew that seeing meant believing. Therefore we let people see for themselves how pure was their drinking water. We empowered them with knowledge, while at the same time challenged them to discover more.The test also reached KOL: bloggers and journalists who posted their results online and started a national conversation on Nitrates. Campaign Description Since the nitrates content was not regulated, we had to find another way to empower people. Together with the water bottle, we offered a new tool – the Purity Test - a small paper strip that showed the Nitrates concentration when it was dipped into water. Whether they drank water from wells or from the local rivers, bottled, or tap water, people had now the chance to know if their only water source was pure or not, and take action.In case they spotted a water source with high Nitrate concentration, people were encouraged to pin it on the online Nitrates map on Aqua Carpatica's Facebook page and website. Relevancy This is the story about how a young brand achieved greatness by walking the talk and arming Romanians with the tools to prove its brand claim. Aqua Carpatica, the purest water on the market, empowered consumers to know how pure was their drinking water and started a national conversation on Nitrates. Execution 600.000 tests were made available to consumers through sampling events in retail chains, within national events or as magazine inserts. ONLINE PLATFORM: Through the online activation mechanic, we encouraged users to take the cause even further: after testing the water they drank – whether lake water, tap or spring water - they could pin their results on the map and share them with the other users.COMMUNITY: TOGETHER WE ARE STRONGERThe online community worked under a common goal animated by a civic duty. Not just the ones who had the test should have access to information, but EVERYONE should make sure that their drinking water was pure. HOW? Through the power of SHARING. Without any incentive other then helping others, users shared the nitrate concentrations on the Purity Test map, uploading photos and comments Synopsis Aqua Carpatica was a challenger brand with a strong differentiator. It stood out as the purest water on the market due to its lowest level of Nitrates. Romania is number 1 in Europe when it comes to Nitrate pollution, caused by extensive farming in a country that is mostly rural. It has over 2.000 towns and villages with poisoned water resources and hundreds of intoxication cases each year. Meanwhile, Romanians are continuously kept in the dark with regards to the water they drink, as the bottled water producers aren’t compelled to disclose the Nitrate content on the label.Aqua Carpatica needed to draw attention to the Nitrate problem and educate consumers on the quality of their drinking water.
Purity Test
案例简介：结果 意识: 电视明星、演员、记者、运动员和 100 多名博客作者加入了这项运动，并开始了关于硝酸盐的全国对话。我们的 Facebook 页面吸引了 100万粉丝，超过了历史上的标志性品牌。该活动的有机影响力总计为: 超过 560 次有机提及，3,141,366 次无偿收视率。最重要的是，在整个罗马尼亚，人们加入了硝酸盐地图: 超过 1,600 个自来水,127 个河流和湖泊以及 687 口井通过我们的在线应用程序进行了测试和共享。考虑: 该活动被认为是为了传达重要信息 (+ 44% vs.avg)，与其他信息不同 (+ 37% vs.avg)。业务: Aqua Carpatica 是 water 品牌有史以来销售额增幅最大的品牌，在该类别中从 #4 增长到 #2。 战略 我们的目标是有健康意识的人: 那些关心他们和他们的孩子喝的水的硝酸盐浓度的人。但也有无意识的人: 那些不知道高硝酸盐饮用水的危险，或者不认为威胁是真实的人。(来源: Zelist Media Monitoring) 我们关注了那些喝瓶装水的人，但也影响了那些从水龙头或最近的水井或泉水喝水的人。住在大城市的人，也住在小村庄的人。我们知道看到意味着相信。因此，我们让人们自己看看他们的饮用水有多纯净。我们赋予他们知识，同时挑战他们发现更多。这项测试也达到了 KOL: 博客和记者，他们在网上发布了他们的结果，并开始了关于硝酸盐的全国对话。 活动描述 由于硝酸盐含量不受监管，我们必须找到另一种方式来增强人们的权能。与水瓶一起，我们提供了一个新的工具 -- 纯度测试 -- 一个小纸带，当它被浸入水中时，可以显示硝酸盐浓度。无论他们是从水井里喝水，还是从当地的河流、瓶装水或自来水里喝水，人们现在都有机会知道他们唯一的水源是否纯净，并采取行动。以防他们发现一个硝酸盐浓度高的水源人们被鼓励把它钉在 Aqua Carpatica 的 Facebook 页面和网站上的在线硝酸盐地图上。 相关性 这是一个关于一个年轻品牌是如何通过演讲和武装罗马尼亚人来证明其品牌主张的故事。市场上最纯净的水 Aqua Carpatica 让消费者了解他们的饮用水有多纯净，并开始了关于硝酸盐的全国性对话。 执行 600.000 通过零售连锁店、国家活动或杂志插页的抽样活动向消费者提供测试。在线平台: 通过在线激活机制，我们鼓励用户更进一步: 在测试了他们喝的水之后 -- 无论是湖水, 自来水或泉水 -- 他们可以把结果钉在地图上，并与其他用户分享。社区:我们一起强大了在线社区，在一个由公民义务驱动的共同目标下工作。不仅仅是接受测试的人应该能够获得信息，每个人都应该确保他们的饮用水是纯净的。如何？通过分享的力量。除了帮助他人之外，没有任何激励，用户在纯度测试图上分享了硝酸盐浓度，上传了照片和评论 概要 Aqua Carpatica 是一个具有强大差异化的挑战者品牌。由于硝酸盐含量最低，它是市场上最纯净的水。在硝酸盐污染方面，罗马尼亚在欧洲排名第一，硝酸盐污染是由一个主要是农村国家的大规模农业造成的。它有超过 2.000 个城镇和村庄，每年有数以百计的中毒病例。与此同时，罗马尼亚人对他们喝的水一直蒙在鼓里，因为瓶装水生产商没有被迫披露标签上的硝酸盐含量。 aqua Carpatica 需要引起人们对硝酸盐问题的关注，并教育消费者他们的饮用水质量。
Purity Test
案例简介：Outcome Awareness:TV Stars, actors, journalists, athletes and more than 100 bloggers joined the campaign and started a national conversation on Nitrates. Our Facebook page reached one million fans, more than historically iconic brands.The organic reach of the campaign totaled in: more than 560 organic mentions and 3,141,366 total unpaid viewership.Most importantly, all over Romania, people pitched in to fill the Nitrates Map: over 1,600 tap waters, 127 rivers and lakes and 687 wells got tested and shared via our online app.Consideration: The campaign was considered to communicate important info (+44% vs. avg) and different from others (+37% vs. avg).Business:Aqua Carpatica had the largest ever sales increase for a water brand and went from #4 to #2 in the category. Strategy We targeted the health-conscious: those who care about the Nitrate concentration of the water that they and their children drink. But also the non-conscious: those who are not aware of the dangers of drinking water with high level of Nitrates, or who don’t consider the threat to be real. (Source: Zelist Media Monitoring)We addressed those who drink bottled water, but also impacted those who drink water from the faucet or from the nearest well or spring. The ones who live in big cities, but also the ones who live in small villages.We knew that seeing meant believing. Therefore we let people see for themselves how pure was their drinking water. We empowered them with knowledge, while at the same time challenged them to discover more.The test also reached KOL: bloggers and journalists who posted their results online and started a national conversation on Nitrates. Campaign Description Since the nitrates content was not regulated, we had to find another way to empower people. Together with the water bottle, we offered a new tool – the Purity Test - a small paper strip that showed the Nitrates concentration when it was dipped into water. Whether they drank water from wells or from the local rivers, bottled, or tap water, people had now the chance to know if their only water source was pure or not, and take action.In case they spotted a water source with high Nitrate concentration, people were encouraged to pin it on the online Nitrates map on Aqua Carpatica's Facebook page and website. Relevancy This is the story about how a young brand achieved greatness by walking the talk and arming Romanians with the tools to prove its brand claim. Aqua Carpatica, the purest water on the market, empowered consumers to know how pure was their drinking water and started a national conversation on Nitrates. Execution 600.000 tests were made available to consumers through sampling events in retail chains, within national events or as magazine inserts. ONLINE PLATFORM: Through the online activation mechanic, we encouraged users to take the cause even further: after testing the water they drank – whether lake water, tap or spring water - they could pin their results on the map and share them with the other users.COMMUNITY: TOGETHER WE ARE STRONGERThe online community worked under a common goal animated by a civic duty. Not just the ones who had the test should have access to information, but EVERYONE should make sure that their drinking water was pure. HOW? Through the power of SHARING. Without any incentive other then helping others, users shared the nitrate concentrations on the Purity Test map, uploading photos and comments Synopsis Aqua Carpatica was a challenger brand with a strong differentiator. It stood out as the purest water on the market due to its lowest level of Nitrates. Romania is number 1 in Europe when it comes to Nitrate pollution, caused by extensive farming in a country that is mostly rural. It has over 2.000 towns and villages with poisoned water resources and hundreds of intoxication cases each year. Meanwhile, Romanians are continuously kept in the dark with regards to the water they drink, as the bottled water producers aren’t compelled to disclose the Nitrate content on the label.Aqua Carpatica needed to draw attention to the Nitrate problem and educate consumers on the quality of their drinking water.
纯度测试
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Purity Test
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