iKineo

When South Africa was selected to be the first launch market outside of the US for this iconic brand, iKineo was selected as the agency responsible to ensure it was a success.

We developed and segmented a base of key influencers across media, fashion, entertainment, sport, health and business, as well as identified influencer communities and hotspots.

Events, pop-up sampling, surprise deliveries, seeding packs, ongoing engagement and social media driven mainly via Twitter made the brand one of the most talked about products in South Africa.

Glaceau Mineral Water

CHALLENGE

South Africa was selected to be one of the first launch markets outside the US for this iconic brand. Using no ATL, the Glaceau distribution, sales and marketing blueprint is simple – get influencers to influence others. This became our task for pre-launch, launch, and for 12 months after launch.

SOLUTION

We developed and segmented a base of key influencers across media, fashion, entertainment, sport, health, and business, as well as identified influencer communities, ‘hotspots’ and events. We connected with these influencers through surprise deliveries of product and seeding packs, ongoing engagement and social media mainly driven through an active twitter conversation. We created pop-up stores and created sampling opportunities.

RESULT

With no ATL exposure, the brand became one of the most talked about products in South Africa, reaching targeted distribution and surpassing sales forecasts.