Absopure Announces Pure Michigan Partnership
Challenge: Absopure Water Company, a Michigan-based company with humble beginnings dating back to 1908, has been bottling and delivering fresh Michigan spring water for more than 100 years. As a company committed to delivering a high-quality, pure, Michigan-made product, Absopure recently pursued an exciting partnership with the Michigan Economic Development Corporation’s (MEDC) award-winning Pure Michigan travel campaign and turned to the team at Identity to generate awareness about this historic partnership.
Solution: To ensure Absopure’s Pure Michigan partnership announcement received maximum exposure, we developed an integrated campaign that combined media relations and social media to raise awareness, generate media buzz and engage with Michigan residents and potential Absopure customers in a meaningful way. Through carefully crafted messaging, media maximization and the creation of a consumer-focused social media contest at the core of the campaign, we were able to raise awareness about Absopure’s rich history as a Michigan brand in a unique, compelling and engaging way, while remaining true to the company’s humble Michigan roots.
Outcome: As a result, more than 200 news organizations covered the announcement, including multiple radio mentions, print stories and an article by the Associated Press that was subsequently picked up by news outlets nationally, as well as a feature during a live-from-the New York stock exchange segment with a CNN reporter sharing the story with Detroit’s NBC affiliate, WDIV.
To further amplify Absopure’s partnership with Pure Michigan, Identity collaborated with Pure Michigan’s social media agency to cross-promote the contest on Pure Michigan’s various social channels. The contest was shared more than 4,400 times and generated entries from pre-existing fans, as well as a previously untapped Facebook audience, further expanding Absopure’s social media presence amongst its target audience.