Increase brand affinity and recognition that Zephyrhills Spring Water is an authentic regional brand, sourced and sold in Florida.
Directly engage with Flordians.
Showcase Zephyrhills Spring Water's authentic connection to Florida by highlighting uniquely local stories and behaviors – the kind of stories that only a member of the community would know.
Zephyrhills 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 Florida (just like Zephyrhills).
In each episode, the brand was integrated both thematically – through the reinforcement of authentic local experiences, and organically – through the natural consumption of Zephyrhills Spring Water.
For Zephyrhills stories included:
•Sea Glass– Profiling a sea-glass hunter and her creations
•Key Lime – Tracing the origin and evolution of Key Lime Pie
•Minigolf – Celebrating a Florida obsession
•Guayabera– Expressing south Florida's latin roots through craft
•Airboat – Sharing Water recreation – Floridian Style
Each story was distributed via NowThis's owned social channels, geo-targeted to Florida.
We reached 56% of all Florida Facebook users, and blew past our benchmarks with an 79% average completion rate. Additionally, the content earned an engagement rate of 47% (engaged users/unique impressions).