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Special Project

Special Project
From the 7th Annual Shorty Awards

Hansgrohe USA - #WaterSelfies

Entered in Instagram


Hansgrohe harnessed the power of selfies and added a splash of #water for its effective #WaterSelfies Instagram campaign.

Leading kitchen and bath manufacturer and innovator Hansgrohe USA is well respected in its field. Recently, the company has also made a spash in the world of social media, receiving recognition for its #WaterSelfies Instagram campaign. This was part of the yearlong #SelectHansgrohe initiative, which promoted new Raindance Select shower products. The month long #WaterSelfies, which took place in July, invited Instagram users to "just add water" to their selfies for a chance to win a GoPro camera.

The #WaterSelfies objective was to promote the new line of products, while gaining meaningful social media engagement. Our strategy included leveraging the popularity of selfies to boost interest and participants. We also targeted influencers to add to the excitement. In addition, we produced effective content. Our tips on how to take the best selfies, for example, were a hit, triggering increased participation and interest. We made sure to carry this momentum across social platforms (Facebook, Twitter and Pinterest).

User participation was phenomenal throughout the campaign and our goal of reaching popular figures came to fruition as celebrity design expert Ty Pennington submitted a snapshot of himself to the contest from his own personal account. The campaign also caught the attention of social media experts. Social media company Iconosquare used #WaterSelfies as an example of an outstanding campaign in one if its recent case studies, including it under the "Mastering the Power of Selfies" header.

Strategy and Execution

For #WaterSelfies, Hansgrohe reached its target audience with an original and fresh campaign, accomplishing stellar results.

We achieved success by taking an out-of the box approach to the theme of the campaign. Selfies are not a unique concept. However, the integration of water, a resource which Hansgrohe does its best to conserve and respect through our eco conscious products and practices, brought a distinctive element to the contest. It also proved to be highly effective, as users eagerly incorporated water into their selfies.

Users enjoyed their experience so much that many returned to submit multiple entries. During the one month long campaign, we received 1,542 entries with a total of 436 participants. Our campaign page (through iconosquare), received a total of 11,503 views. Through the campaign, we received 3,600 new Facebook page likes and 450 new Instagram followers.


Entrant Company / Organization Name

Hansgrohe USA, Novità Communications


Entry Credits