Table of Contents
- Introduction
- Driving Traffic Through Paid Ads
- Expanding Reach with Influencer Marketing
- Targeting the Right Keywords with SEO
- Focusing on Branding
- Creating Bundles to Increase Average Order Value
- Optimizing the Website for Conversions
- Building a Community
- Offering a Subscription Model
- Using Humor
- Conclusion
- FAQ
Introduction
Imagine transforming a basic hydration habit into an eco-friendly lifestyle choice that reduces plastic waste and offers health benefits. This concept lies at the heart of Waterdrop, an Austrian microdrink company that's revolutionizing how we consume beverages. Founded in 2017 by Martin Murray, Waterdrop has cleverly navigated the competitive beverage market, gaining substantial traction and credibility. By 2021, the company secured $63.7 million in funding, indicative of its potential and ambition. This blog dissects the multifaceted marketing strategies that have propelled Waterdrop from a niche startup to a global phenomenon.
Driving Traffic Through Paid Ads
Waterdrop's approach to paid advertising is nothing short of meticulous. Initially, one of their significant hurdles was that their visually attractive product packaging did not clearly convey its purpose. Martin Murray, the founder, pointed out that integrating the product with commonly understood contexts like glasses or bottles in advertisements helped bridge this communication gap.
Their advertising strategy utilizes a blend of social media platforms (Facebook, Instagram, and TikTok) and Google Ads, ensuring broad visibility. Interestingly, their ads primarily use a combination of videos and images that pitch the beverage as a sustainable alternative. They lean heavily on social proof, showcasing customer reviews and emphasizing the product's unique benefits. This social validation helps in building trust and establishing a strong market presence.
Expanding Reach with Influencer Marketing
Waterdrop has embraced influencer marketing as a strategic pillar for entering new markets. Influencers act as bridges, connecting Waterdrop with diverse audiences through their established credibility and reach. According to Murray, a significant portion of their marketing budget—reaching the upper six-figure range annually—is allocated to these collaborations.
By partnering with notable celebrities like Rosie Huntington-Whiteley, Adriana Lima, and Novak Djokovic, Waterdrop has created custom collaborations and unique products that appeal to vast followings. These partnerships extend Waterdrop's reach and reinforce its premium and health-conscious brand image. Followers of these influencers often receive exclusive discounts, further incentivizing them to try Waterdrop's products.
Targeting the Right Keywords with SEO
A robust SEO strategy ensures that Waterdrop consistently ranks at the top of relevant search queries. Central to this strategy is their blog, which covers a range of topics such as the benefits of white tea and solutions for dehydration headaches. By aligning their content with high-traffic keywords, Waterdrop attracts organic traffic and establishes itself as an authority in the wellness niche.
Each article subtly recommends Waterdrop products, offering solutions to readers’ hydration-related concerns. This symbiotic relationship between informative content and product placement effectively drives conversions and heightens brand awareness.
Focusing on Branding
Waterdrop's brand identity is unmistakably strong and cohesive. Their website serves as a visually compelling showcase for their eco-friendly products, featuring high-quality imagery and intuitive design. Every element, from the color scheme to the typography, exudes freshness and sophistication.
Their packaging also mirrors this ethos, prioritizing sustainability by using eco-friendly materials. This commitment to environmental responsibility resonates with consumers who value ethical consumption, thereby strengthening customer loyalty and enhancing brand reputation.
Creating Bundles to Increase Average Order Value
Bundle offers are another effective strategy employed by Waterdrop to boost sales. By curating collections of their microdrink cubes and stylish bottles, Waterdrop provides added value to customers while also increasing the average order value (AOV).
These bundles often introduce new or seasonal products, facilitating customer experimentation with different flavors. This strategy not only maximizes sales but also improves the overall customer experience by making it easy to try a variety of products at a discounted rate.
Optimizing the Website for Conversions
Optimizing for conversions is key to Waterdrop’s online success. Upon visiting the Waterdrop site, users are met with an engaging email popup offering 15% off in exchange for newsletter sign-up. This tactic captures leads right from the outset, expanding Waterdrop’s email list for future marketing campaigns.
Another innovative feature is their hydration quiz, which asks visitors about their hydration habits and preferences. Based on their responses, personalized product recommendations are made, thereby enhancing the shopping experience and reducing decision-making friction.
For international visitors, Waterdrop's country redirect popup ensures a seamless browsing experience. Displaying a friendly, personalized message in the visitor's native language, this popup redirects them to the appropriate regional website, thus increasing engagement and conversion rates.
Building a Community
Community-building is a cornerstone of Waterdrop’s marketing strategy. From the get-go, they fostered a sense of community among customers by creating a Facebook group where users could share experiences and provide feedback. This valuable input has guided product development, helping the company refine its lineup.
The Waterdrop Club loyalty program takes this sense of community deeper, offering exclusive perks such as early access to new products and special discounts. Furthermore, the Waterdrop hydration app helps users track their water intake and participate in in-app challenges, adding an element of gamification to the hydration experience.
Offering a Subscription Model
Waterdrop also addresses convenience and customer retention through its subscription model. This service ensures that customers regularly receive their favorite microdrinks, thus maintaining consistent use and customer loyalty. Subscriptions provide predictable revenue for Waterdrop, while customers benefit from savings and the assurance of never running out of their hydration supplies.
Using Humor
Humor is an often underrated marketing tool, and Waterdrop employs it skillfully. Every April 1st, they engage their audience with an April Fool’s joke, such as the announcement of "Waterdog," a fictional microdrink for dogs, or "BEERO," a beer-flavored microdrink. These humorous campaigns boost engagement and humanize the brand, helping to form a more robust emotional connection with the audience.
Conclusion
Waterdrop's journey from a startup to a globally recognized brand is a testament to innovative and strategic marketing. Their multi-faceted approach—embodying everything from sophisticated branding and community-building to leveraging SEO and paid advertising—provides valuable lessons for any direct-to-consumer (DTC) business. By embracing new ideas, actively listening to customer feedback, and employing a touch of humor, Waterdrop has crafted a robust blueprint for success in the competitive beverage industry.
FAQ
What is Waterdrop? Waterdrop is a microdrink company that offers eco-friendly, health-conscious hydration solutions in the form of dissolvable drink cubes made from fruits and extracts.
How does Waterdrop engage new markets? Waterdrop uses influencer marketing and localized advertising to introduce their brand to new markets, often partnering with celebrities and leveraging their followings.
What are the benefits of Waterdrop’s subscription model? The subscription model ensures regular deliveries of Waterdrop products, providing convenience and savings for customers while securing consistent revenue for the company.
How does Waterdrop optimize its website for conversions? Waterdrop uses features like email popups, hydration quizzes, and country-specific redirects to enhance user experience and encourage conversions.
What role does community-building play in Waterdrop’s strategy? Community-building fosters customer loyalty and feedback, helping Waterdrop to improve its products and maintain a strong, engaged customer base.
