THE CLIENT

Alkaline88^®

Alkaline88 is a chemical-free alkaline water that’s perfectly balanced at 8.8 pH. This publicly traded company was founded with a clear vision in mind: help people experience ultimate hydration and feel confident in their health. Their team has been studying alkaline water for more than a decade and saw an opportunity to create a better product that we all could feel good about

 

THE CHALLENGE

Alkaline88’s first website was targeted toward current and prospective investors — a much different audience than their everyday consumer. As the brand’s popularity grew, so did their need for a consumer-focused website and social media presence that attracts new customers, drives sales, and creates a community for their followers.

 

THE SOLUTION

Miss Details began by partnering with Alkaline88 to manage their social media, to optimize the messaging and changing the focus from the investor to the consumer.

This new focus on customers led us to create a new website that would serve as the hub for Alkaline88’s consumer marketing. From sitemapping and content strategy, to copywriting and design, to photography direction and web development, our team handled everything to ensure the site would achieve Alkaline88’s business goals while connecting with their customers on an emotional level.

Miss Details then developed a social media strategy to drive traffic to Alkaline88’s new site, increase brand awareness, and generate sales. A key piece of this strategy has been influencer marketing.

Miss Details created a strategic influencer marketing strategy to introduce Alkaline88 to like-minded people. Our goal was to target specific influencers who try to live a healthy, balanced lifestyle and who would connect with the Alkaline88 brand.

 

 

To maximize results on a modest budget and stay authentic to the brand, we use a two-pronged approach:

1 | Send free product to 20-30 micro-influencers (fewer than 15,000 followers) each month, who were asked — but not required —  to share their experience if they like the water.

2 | Connect with 2-3 mid-level influencers (15,000 – 500,000 followers) each month, and collaborate on sponsored posts.

This plan has proven wildly successful for Alkaline88. It has also been easy for them because Miss Details not only handles strategy, but also day-to-day implementation, including negotiating contracts, scheduling posts, overseeing logistics, and providing art direction.

In addition to overseeing influencers, Miss Details manages Alkaline88’s six social media channels on a daily basis, including creating custom graphics and writing daily posts. When there are important, timely events, such as the company’s IPO, we also direct and create videos, photography, and other content to spread the word on their website and social platforms.

 

THE RESULTS

With Miss Details as a key partner, Alkaline88 launched a new consumer-friendly, brand, website, and social media presence that have increased their popularity among consumers and helped them grow into a competitive, publicly traded company on two stock exchanges.

Since the new website went live, direct and organic traffic have increased over 80%, and traffic from social media has increased almost 200%. Alkaline88’s influencer marketing has been a driving force behind their social media success. Over 70% of the influencers we connected with have voluntarily posted about the product, compared to the industry average of around 30%. Influencer support, combined with our consistent posting of relevant, meaningful content, have attracted over 1,000 new followers each month.

These strategic brand and marketing improvements have helped Alkaline88 compete with the biggest players in their industry and contributed to sales growth of almost 200% in just one year!