AQUA: #AdaAQUA campaign with #PathDaily

Water brand AQUA kept its number one position in Indonesia with the efficient use of an innovative platform.

Campaign details

Brand: AQUABrand owner: DanoneLead agency: Havas MediaContributing agencies: VMLCountry: IndonesiaIndustries: Bottled watersMedia channels: Social mediaBudget: Up to 500k

Executive Summary

As a heritage brand, AQUA had no problem relating to the mature audience, but the current challenge, which would be impacting the business long term, was how to connect with the younger audience, the millennials. The #AdaAQUA (got AQUA?) campaign, created by AQUA back in 2014, had been able to connect the brand with the audience using the hashtag #AdaAQUA. The hashtag was associated to the...

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