THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project NEW!
From the 9th Annual Shorty Awards

Poland Spring Water Docu-Series

Entered in Branded Content

About this entry

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.

Why does this entry deserve to win?

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.

Results

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).

Media

Video for Poland Spring Water Docu-Series

Entrant Company / Organization Name

Deep Focus, Nestle Waters - Regional Spring Waters

Links

Entry Credits