Increase brand affinity and recognition that Poland Spring Water is an authentic regional brand, sourced in Maine and sold only in the Northeast. Directly engage with the people of the Northeast.
Showcase Poland Spring Water's authentic connection to Maine by highlighting uniquely local stories and behaviors – the kind of stories that only a member of the community would know.
Poland Spring and Deep Focus partnered with NowThis to create a branded docu-series (3 episodes of ~2:00) that highlight stories that could only be found in Maine (just like Poland Spring).
In each episode, the brand was integrated both thematically – through the reinforcement of authentic local experiences, and organically – through the natural consumption of Poland Spring Water.
For Poland Spring, stories included:
•Acadia – Showcasing local climbers and their exploits in Acadia National Park
•Whoopie Pies– Tracing the origin and evolution of a classic Maine desert
•Portland Headlight – Sharing the history of Maine's spectacular landmark
Each story was distributed via NowThis's owned social channels, geo-targeted to the Northeast.
We blew past our benchmarks with an 77% average video completion rate. Additionally, the content earned an engagement rate of 44% (engaged users/unique impressions).
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