On a mission to cut through unnecessary jargon in the business world of healthy beverages and build direct online sales, Chemistry has today launched a new social media campaign for ONEPURE.
Chemistry’s senior account manager, Sarah Atkinson says the creative platform is all about cutting through the BS and simplifying things for ONEPURE’s customers: “The ‘Put Purely’ campaign is all about simplifying water jargon and communicating the benefits of ONEPURE’s products in a language that customers will love and understand.”
A brainchild of Chemistry’s growing in-house social media team, the strategic focus of this campaign was to implement a full-scale marketing funnel to maximise website traffic and nurture sales through to conversion.
Built through simple animation, the campaign heroes different parts of the product range, tailoring creative executions and messaging to five different personas.
From the die-hard foodies to the convenience chasers and athletes, the campaign aims to build on each persona’s needs and educate them about ONEPURES’ unique water products through Facebook’s Instant Experience Platform and video placements.
Says Atkinson: “The social media team here at Chemistry focused on utilising Facebook’s most creative formats to push out the action-based creative and drive users’ to sample products from ONEPURE, all while adding a bit of attitude into our communications.”
Targeting New Zealand only, for now, Chemistry will build on this campaign and grow ONEPURE’s beverage products further into the US market in 2022.
Says Atkinson: “I’m excited to be working with a client who is up for our “test and learn” social strategy, giving us the ability to gain real insight which will inform future work.”
Says Mel Moss, managing partner, Chemistry: “We’re excited to bring this concept to life with ONEPURE and love that they were open to building direct online sales through a social media campaign like this.
“It allows us to grow with ONEPURE’s customer base, tailor messaging throughout the campaign and build on audience engagement to create a truly memorable brand in a busy space.”
Says Grant Verry, general manager of ONEPURE Artesian Water: “Chemistry understands the direction we want to take our brand in and how to cut through the clutter to engage audiences. We’re excited to launch this social media campaign and make ONEPURE pH8 Water, New Zealand’s premier healthy beverage brand.”
ONEPURE’s Put Purely campaign will run across social media and digital platforms from 2 September until 14 October 2021.
Client – Grant Verry, GM ONEPURE
Creative Directors – Patrick Murphy and Susan Young
Art Director – Sarah Chernishov
Copywriter – Matt Watts
Managing Partner – Mel Moss
Senior Account Manager – Sarah Atkinson
Social Media Team – Amelia Petrovich, Theo Larmer-Cottle and Courtney Tremewan