Use Twitter to drive consideration of Perrier as the go-to alternative to alcohol during the hard month of Dry January.
Perrier knew that Dry January is, well, dry. That's why all of January, we decided to #MakeDryFly. For thirty one days, we were all over Twitter, serving up some seriously hydrating motivation (and a few tongue-in-cheek responses) to those that needed it most.
It's Just a Trend
The campaign launched
with a promoted Twitter trend,
complete with its own custom
iconic Perrier bottle emoji.
We Love You, Too
A "💚 to Remind" series was utilized,
allowing followers to like our tweets
for a special message on January 17th,
the day most people give up Dry January.
It's All Fun & Games
When creating a campaign aimed at keeping people on the right track during an otherwise not-so-fun time,
we found it best to insert a little humor.
The People Have Spoken
Here's a small selection of tweets
we received throughout the month.
Based on these, we certainly feel like
we succeeded in making dry fly.