Determining the best way to spread your brand’s messaging can be an overwhelming task. When we’re bombarded with messages about fake news and false claims, consumers are looking for brands to practise what they preach. FIJI Water is a brand that stands for healthy living, beautiful design and Earth’s Finest Water. These elements were at the heart of Keep Left’s planning when we curated Earth’s Finest Morning – an intimate morning retreat for the body and soul hosted by influencers Tim Robards and Anna Heinrich.
Given FIJI Water is already a much-loved brand in the Australian market, the team reached out to FIJI Water’s target market with an offering that would make the FIJI Water way of life a tangible experience – a star studded morning of relaxation and rejuvenation at a secret Darling Point location. Initiatives to increase brand awareness and portray existing messaging were woven through all consumer, online and media messaging.
Over the course of five months, our consumer brands PR team coordinated the event management, influencer engagement, talent management, consumer ballot, web design, product branding and social media outreach for Earth’s Finest Morning.
The essence of the event was to start the weekend the right way, the FIJI Water way. Attended by Sydney celebrities and influencers, a small selection of media and ten lucky competition winners and friends; guests were welcomed into a morning to be remembered. Following a workout led by the celebrity couple and a mindfulness meditation session, the 35 guests were treated to an impeccably styled healthy breakfast inspired by the FIJI Water brand, prepared by well-known Sydney stylist and chef Sarah Glover.
The morning was a hit with both attendees and the media, receiving broad coverage across online media and social channels. Coverage included two pieces on the Daily Mail and an estimated readership of 6 million people. With social media posts from both Anna Heinrich and Tim Robards, as well as influencers like Lisa Hyde, Chloe Chapman and Amelia Strofield, the event had a social media reach of approximately 900,000 users.
Engaging consumers with the FIJI Water brand in this way has left a lasting impression on the attendees and extended audience alike. FIJI Water was able to connect on an emotional and tangible level, reinforcing its brand value and messaging as Earth’s Finest Water.