LaCroixhaselbowedintothecrowdedsparkling-watermarketwithafreshapproachtodigitalmarketing.

LaCroix’sascentinrecentyearsliesasmuchinitsunconventionalmarketingstrategyasitdoesinitsneon-coloredpackagingandthechangingbeveragelandscape,sayexperts.UnlikeitscompetitorslikeNestlé’sPerrierandPepsi’sAquafina,LaCroixhasbypassedTVadvertisingandreliedonparticipatorysocialmediacampaignsinstead,playingintothemillennialdesirefor“authenticityanddiscovery.”

“Theproduct’sneon-coloredpackaginggivesitthatinstantpop,”saidToniBox,directorofsocialmediaandcontentatPMDigital.“It’snotsurprisingthatpeoplelovetoposewithitonhighlyvisualsocialplatformslikeInstagram.”LaCroixhasrecentlyattacheditselftotheWhole30program,forexample—amonthlongclean-eatingprogramthatisthelatestfitnessfad.Thebrandispostingcrowdsourcedphotosoffanswiththehashtag#Whole30approved.

Italsofrequentlyencouragesitsfanstousehashtagslike#LaCroixloveand#LiveLaCroixandusessocialmediaasavenuetodistributeitscocktailandmocktailrecipes,saidBox.LifestylebloggershavepinnedandsharedtheirowncustomizedLaCroixrecipesonPinterest.

ThebrandhasspecificallyturnedtoInstagram,AlmaPantaloukas,thebrand’sformerdigitalstrategist,saysonherLinkedInprofile.LaCroixlooksattheplatformtoengagewith“highlyengagedmillennials”and“toinspirethemtouseourproductsinmanydifferentwaysand/orstagesinlife,”shesays.ItwasthisfocusthatturnedInstagramintoitsmostengagingplatform,growingitsfanbasefrom4,000to30,000withineightmonthsin2015.(Itnowhas39,000.)

Onetacticisengagingwithpeoplewhotagthebrand,nomattertheirfollowercounts.Onemarketingpro,KellyFox,postedacoupleofphotoswithLaCroixcansforher2,500-plusfollowersthismonthandtaggedthebrand.ThebrandthensenthervouchersforcasesofLaCroix.

“IknowthatIambeinggenuinelyrewardedforbeinganadvocate,andamnotgoingouttherepostingonbehalfofeveryotherbrandlikesomeofthelargeinfluencerswithhugefollowings,”saidFox.“It’sasmartstrategyforthebrandtogoafterthesmallerfishinsteadofthebiggerfish.”

Industryexpertsagree.LaCroixhasfoundasmartwaytoblenditsproductwithacompelling“grassroots”influencerapproach,saidPMDigital’sBox.“Insteadofgoingafterinfluencerswithfollowersinthethousands,they’reactivelysharingcontentontheirfeedfromInstagramuserswithaslowas150followers,”shesaid.“Itgivesthemamoreauthenticandcommunity-basedfeel.”

SparklingwaterisagrowingcategoryintheU.S.,growingby26percentlastyear,accordingtoBeverageMarketingCorp,citedbyTheWallStreetJournal.AndLaCroixisthefastest-growingunsweetenedbrand,withitssalesmorethandoublinginthelasttwoyearsto$225.5million,secondtoNestlé’sPerrierbrandat$339.4million,accordingtomarketresearcherEuromonitorInternational.The30-year-oldbrandhasbecomethedrinkofchoiceforfitnessenthusiastsandSiliconValleyhipstersalike.“TherunningjokethesedaysisthatyouknowyourstartupisfailingifitswitchesfromLaCroixtoTalkingRain,”saidElaineStrauss,aBayAreaprofessionalworkingforStubHub.

ButwithNestléisexpandingflavorsandbothPepsiandCoca-Colaincreasinginvestmentsintheirlow-calorie,carbonatedofferings,competitionisheatingup.AndthatmeansthatLaCroixneedstothinkbeyondorganicengagement,saidJoeGagliese,CEOofinfluenceragencyViralNation.

“Thisisunique,gettingorganicreachthewaytheyhaveisalmostakintowinningasocialmedialottery,”hesaid.“Beingtheunderdoghashelpedthemsofar,buttheynowneedtocashinonthemomentum.”

Readmorehere:https://digiday.com/brands/the-lacroix-guide-micro-influencers/