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#MYeskaDigital Ad Campaign Proposal

AGENDA

• BRAND OVERVIEW • THE STRATEGY • CREATIVE EXAMPLES

BRAND OVERVIEW

• Eaux Vives Water Inc./Eska water has been in business since 2016.

• Privately owned Canadian company

• Employs 130 in Ontario and Quebec

• Owns 25% of the Québécois market share

• The name Eska itself references to eskers • the underground rivers left behind by glaciers

HISTORY

COMPETITIVEANALYSIS

• MAIN COMPETITOR• Nestle

• Owns 30% of the Canadian Retail Sales Share• Actively engaged in growth strategy via mergers and acquisition • Acquired the Middlebrook water source in Wellington Ontario in

2015

• OTHER COMPETITORS • Aquafina • Dasani

BRAND PERSONALITY

• Eska’s current brand personality positioning • Eska’s current brand personality touches an aspect of

sophistication through their content• Eska has tried to position its brand as fun but was interpreted as

“elitist” instead

• Eska’s new authentic positioning approach• Invoking a style that outlines the fun, pure and clean vibe Eska

has to offer

BRAND OBJECTIVE

To be the leading healthy, pure and sustainable bottled water brand among young, trendy Canadians of all different lifestyles.

BRAND QUADRANT

POSITIONINGSTATEMENT

• For young trendy active Canadians, Eska Water is the must have bottled water among all other portable water brands because it is purely Canadian and provides them with pure fresh tasting water with few added minerals, guaranteeing wholesome refreshment.

THE STRATEGY

DEMOGRAPHIC

• Male & Female• Canadian• Aged 18-16 • Prefer a pure and fresh bottled water brand

HOBBIES: Engage on social media often Generally live active lifestyles Young , Trendy , Active

BIG CONCEPT

• Our marketing efforts will focus on reviving the interest in

bottled water and generating brand awareness.

• We will generate awareness primarily through social media

and online advertisements.

• We want to make eska a fun personable brand

• We want the target audience to engage with the brand.

CAMPAIGNIDEA

• #MYeska • To showcase how consumers incorporate eska in their day

to day lives. • Encouraging loyal and/or potential consumers to spread

awareness by word of mouth

KEY INSIGHTS• Fitness enthusiast consumers are fun and energetic individuals

• Interaction is achieved with ads that appear exciting and eye catching• Develop a trust with the brand • Water advertised in a fun spontaneous way

• Solution: Create fun and exciting ads that will trigger this idea

• Consumers want to see an everyday life product being used authentically • Enhancing Eska’s as a personalized brand • Reaching consumers within their everyday uses (social media)

• Solution: Demonstrating the product being used in its authentic norm

KEY INSIGHTS

• Health is increasingly becoming a bigger trend • within the social media landscape• with youths and young adults

• Solution: Demonstrate how Eska’s products can be used for fitness and health purposes.

ACTIONS TO BE TAKEN

• With this campaign we want consumers to:• engage with the brand. • gain awareness. • utilize the hashtag

REWARDS &BENEFITS• Benefits for Eska

• Consumer interaction / building trust• Future results/ Tracking of results • Geo- targeting

• Benefits for the consumer• New discovery of products eska has to offer

• Product awareness • Entertainment • Personalization • Interaction with the brand

CREATIVECHANNELS

• While each channel can be used to achieve multiple goals, each channel will have a specific goal to attain.• Engagement Channels: • Facebook • Instagram• Snapchat

• Awareness Channels: • IAB Ads

TIMELINE/EXECUTION

• May-August

• Frequency:

• Snapchat

• 15 Snap each week

• Facebook

• 3x per day . Mon-Fri

• 1x per day Saturday & Sunday.

• Instagram

• 1x – Mon – Fri

EDITORIAL CALENDAR

CREATIVE EXAMPLES

BIG BOX ADS

BIG BOX ADS

BANNER ADS

BANNER ADS

BANNER ADS

FACEBOOKPOST

SNAPCHAT FILTER

INSTAGRAMPOST

THANK YOU!

On Behalf of DIVIDE & CONQUER