- Position Evian as an expert in the brand’s historical and natural field: parenthood.
- Create original content in line with the brand’s DNA, its premium positioning, and its new platform “Live Young,” following on from last year’s Evian Parenthood Barometer project.
- Generate brand preference/affection among parents of babies (0-3 years old).
FOOD - DRINK• KIDS
Brand content• Influencer relations• Media relations
evian – NEW PARENTALITY / DIWK
CHALLENGE
ACTION PLAN
- OpinionWays study on the new codes of parenthood analyzed by Ronan Chastellier + Press kit: “Live Young on the new habits of young parents’ outings”
- Development of Evian maps listing the best places to go out with children in Paris, Marseille, Lyon (restaurants, hotels, activities) + partnership with illustrator Kanako Kuno.
- Implementation of a “win-win” partnership with Staycation to list the “best kid-friendly hotels” with an exclusive Evian offer.
- Execution of 3 paid influencer partnerships to source the “hidden gem” locations in each destination + promotion on their own networks > content creation.
- Unpaid distribution of the developed maps + Evian “Live Young / Do it with Kids” kit.
RESULTS
Influence: 77 social media content pieces in total / 25 unpaid influencers and 3 paid influencers activated. A total reach of over 3.2 million views / Earned Media Value (EMV) of over 70k.
Press: 22 clippings in family, feminine, lifestyle, TV, health, national news medias / 250k € of media value / More than 200 million people reached.
