H2coco Case Study
H2coco : leading premium coconut water brand
THE CUT THROUGH MELON
H2coco brought us on board to help them launch their new product, H2Melon, the world’s first 100% pure, long-life watermelon range. Our brief was to cut through the white-noise of a heavily saturated market and generate consumer and media buzz about this innovative new product. Working alongside the H2coco team, we developed a dynamic, multi-channel campaign, including creative and targeted media gifting, influencer engagement, and traditional and digital PR across consumer, trade and business.
In just 6 months, McKell Media secured 57 placements, reaching a total audience of over 31 million. Highlights included:
Sky Business News
Live interview with H2melon founder,
Over 50 influencer posts, exposing H2melon to an even wider, and younger, social media audience, who may not have otherwise known about the product via traditional print media.
Positioning H2coco founder, David Freeman as an innovator and business expert in the food and beverage industry, to secure opportunities with
top-tier business and trade publications.
They received an amazing suite of business and consumer editorial pieces, and the results were felt around the time of launch. We saw a 15% and then 53% uplift in-store, our facebook grew by 27%, Instagram 17% and web 20%.
IN THEIR WORDS
"I have thoroughly enjoyed working with McKell Media. And of all the PR agencies we have worked with, I have appreciated their approach to strategic PR, KPI setting and just getting on with the work vs spending valuable time on regular reporting.
The first campaign we partnered on was with the launch of Australia's first long-life watermelon water, H2melon. They received an amazing suite of business and consumer editorial pieces, and the results were felt around the time of launch. We saw a 15% and then 53% uplift in-store, our facebook grew by 27%, Instagram 17% and web 20%. I would highly recommend them."
Annelise Beard, Head of Marketing