evian has always been an innovator; not only did they start the bottled water category in the United States in 1978, but were the first water brand to launch on Instagram. In the past year, evian has used Instagram to build connections through pictorial storytelling, leading to a thriving following of fans that routinely express their love for the brand. @evianwater connects with fans through content that reflects a Live young attitude, inspires creativity, & promotes an active and healthy lifestyle. While Instagram allows brands and users to show their more artistic side, @evianwater is one of the few accounts that allows their fans to tell their own story for evian. @evianwater shares fan photos of evian uploaded to Instagram along with beautiful images that relate to the brand’s ideals & behind-the-scenes exclusives. evian also allows influencers who are fans of the brand to take over the account & share their point of view. Instagram makes it easy to share offline experiences. Recognizing this, evian found a unique way to give their Instagram following an exclusive experience during their 27th year as a US Open sponsor. evian asked three top Instagram influencers @bridif, @newyorkcity, & @takinyerphoto to go on an “Instawalk" at the US Open & gave @evianwater followers a behind-the-scenes tour, from under the stadium to the racquet stringing room & the practice courts with evian ambassador Maria Sharapova. Each Instagrammer also had one of their photos featured on the US Open Jumobotron, bringing social into the real world. A custom hashtag #evianday was posted on the Jumbotron, newsletter, & social media inviting attendees to share their own photos. @evianwater even invited a few lucky Instagram users to meet the evian social team in person for a “love bomb;" a tennis ball signed by Sharapova. With 30 photos uploaded by the influencers & over 160 photos tagged #evianday, over 4.3 Million impressions were generated on Instagram alone. This innovative activation was covered by Mashable, BizBash, & was presented at the Contagious Now / Next / Why Session in New York, NY in Fall 2012 as a top example of using social media to leverage a brand sponsorship. Following the success of the US Open InstaWalk, the recent #evianeats Foodie Photo Series provided a call to action for followers to share their best “foodie photos" using the hashtag #evianeats. evian partnered with five Instagram influencers (with close to 250k fans collectively) to join in: @ALifeWorthEating, @Food, @Chow, @FoodRepublic & celebrity chef @RichardBlais, which generated over 300 photos tagged with #evianeats in one week alone. After the series ended on February 21st, Chef Blais took over the @evianwater Instagram account live from Miami’s South Beach Wine & Food Festival. Followers of @evianwater experienced the festival through the eyes of Chef Blais as he captured & uploaded 10 photos to @evianwater using #evianeats. evian also gave attendees a way to create their own Live young moment at the festival’s Grand Tasting Tents. When an attendee uploaded their photo to Instagram using #evianeats, they were able to receive a printed version live from the evian interactive photo booth. At the end of the weekend, over 800 photos were tagged with #evianeats on Instagram. While some brands showcase beautiful imagery & brand assets, evian has truly used Instagram to connect and engage with fans in unique ways.
https://www.dropbox.com/s/mhz1sknf1djfmsb/evianDay%20InstaWalk%20-%20FINAL%20copy.pdf http://mashable.com/2012/08/31/instagram-us-open-pics/ http://mashable.com/2012/08/29/instagram-us-open/ http://www.contagiousmagazine.com/2012/10/now_next_why_new_york.php http://www.entrepreneur.com/article/225844 http://socialfresh.com/the-5-most-innovative-social-media-campaigns-of-2012/ http://www.bizbash.com/evian_takes_instagram_users_on_tour_of_the_u_s_open/new-york/story/24269/ http://joonbug.com/national/firstcourse/Foodie-Photo-Series-with-Evian-and-Chef-Richard-Blais/GJIyOxHM80r
