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Drink Up

Client Profile

An initiative aimed at encouraging more people to drink more water, Drink Up is a collaborative campaign produced by Partnership for a Healthier America — the private sector arm of Michelle Obama’s “Let’s Move!” — as well as public and private sector stakeholders including Aquafina, Brita, Nalgene, Nielsen, and S’well.

Project Scope

Partnership for a Healthier America tasked Streetsense with energizing and enlivening Drink Up’s brand and social presence in order to entice today’s audience, increase online engagement, and ultimately drive higher water sales nationwide. Streetsense created a new, more lighthearted brand voice and aesthetic, developed a social media playbook to guide content and social strategy, and implemented a thoughtfully planned programmatic advertising strategy. Culturally relevant and uniquely engaging, these efforts included paid social campaigns geared toward target audience segments, a #MissionH20 campaign driving 5,000+ brand engagements from influencer posts, and a #DrinkUpAshanti promotion. Leveraging hip-hop star Ashanti’s celebrity status, the targeted campaign resulted in 43,848 mentions of the campaign hashtag and reached more than 172 million users on Twitter and Instagram. Through this series of strategic initiatives, Streetsense has put Drink Up on the map and elevated the national conversation on hydration.

SERVICES

  • Content Development + SEO
  • Digital Marketing
  • Marketing Strategies + Campaigns
  • Paid Advertising
  • Social Media