Increase brand affinity and recognition that Ozarka Spring Water is an authentic regional brand, sourced and sold in Texas.
Directly engage Texans.
Showcase Ozarka Spring Water's authentic connection to Texas by highlighting uniquely local stories and behaviors – the kind of stories that only a member of the community would know.
Ozarka and Deep Focus partnered with NowThis to create a branded docu-series (5 episodes of ~2:00) that highlight stories that could only be found in Texas (just like Ozarka).
In each episode, the brand was integrated both thematically – through the reinforcement of authentic local experiences, and organically – through the natural consumption of Ozarka Spring Water.
For Ozarka, stories included:
•Snow's BBQ – Showcasing a Texas tradition of BBQ for breakfast
•Cumbia – Celebrating how Texans are evolving a traditional Columbian music and dance
•Boots – Profiling local bootmakers and the role that boots play in Texas culture
•Lake Fork – Spotlighting the home-lake for one of Texas's fishing champions
Each story was distributed via NowThis's owned social channels, geo-targeted to Texas.
We reached 54% of all Texas Facebook users, and blew past our benchmarks with an 81% average completion rate. Additionally, the content earned an engagement rate of 40% (engaged users/unique impressions).