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For Nestle Waters’ ‘#everysip’ campaign for Buxton Water – a 2017 DMA Awards winner for best use of social media – they wanted to resonate strongly with amateur runners preparing for the London Marathon, and be with them ‘Every Sip of the Way’.

Nestle analysed posts from social media users before and after their morning runs to gain insight into the emotions of first-time and solitary runners. They found a series of recurring themes, with the most personal thoughts when training and running including “are the neighbours watching?”, “is that just wet grass on my knee?” and “I just want pizza”.

These sentiments became the basis for the creative in the campaign, articulated in authentic and emotive video ads as well as posts in response to runners on social media. The content offered the runners emotional support and motivation.

The research gave Nestle Water the chance to join in conversations with relevant prospects, developing one-on-one relationships as well as wider brand recognition in a highly targeted topic area. Without this data, the campaign would never have felt as relevant to those who saw and engaged with it.

This improved authenticity was also reflected in the campaign’s results. Research on Twitter showed a 23 point increase in positive association of Nestle with London Marathon runners as well as a 16 point increase among those recalling the campaign.

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