Brand Barometer: Social media performance of Evian

A look at the performance of Evian in social media over the past four months.


MARCH: Evian's worldwide Facebook page shared a range of 'inspiring' images. In the UK, however, engagement was relatively low, despite Evian's sponsorship of UK Coffee Week.

APRIL: Evian reintroduced its dancing baby to the UK via Facebook. The new ad, not on the EvianBabies YouTube channel, was a version of a 2011 French ad.

MAY: A buzz was created on Facebook by a post promising 'something exciting'. This turned out to be 500 free bottles a day, offered over a two-week period. It was well-received, but likes and engagement were still relatively low.

JUNE: Partnering Maria Sharapova, Evian launched 'ball hunt' to tie in with Wimbledon. @Evian_UK's Twitter account provided clues to the whereabouts of a ballboy, with prizes for the first to find him.

Evian has maximised its sponsorship of Wimbledon through social, using Facebook and Twitter to attract new users. Its #evianballhunt encourages users to check in to locations in the hope of winning signed merchandise, clothing or tickets. A clever gambit, although some Twitterless fans might feel a little left out. However, the brand's efforts are paying off with an increasing score.

The Yomego SMR Index helps brands to benchmark their popularity in social channels. Follow @YomegoSocial

Topics

Subscribe to Campaign from just £57 per quarter

Includes weekly and quarterly print issues, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Just published