Ballygowan ‘Live Wild’ Campaign
MEDIA RELATIONS // INFLUENCE
We got environmentally minded influencers to go wild about water, and launched Ballygowan’s new sustainability drive with a splash.
When we heard that Ballygowan’s business mission is to become the most sustainable bottle water brand in Ireland we were thrilled to dive into the campaign! The new bottles for the entire Ballygowan range, would be not just 100% recyclable, but also made from 100% recycled plastic. This means 51 million non-recycled bottles will be removed from circulation (which is 1288 tonnes of non-recyclable plastic!!).
Not only that, but as Ballygowan is bottled in Ireland, it is a local choice that doesn’t rack up thousands of miles to get to thirsty peeps. Little decisions can have a big impact.
Developing the Live Wild campaign
Our insights team got to work, and quickly discovered that we all want to be more sustainable, but sometimes it’s a little overwhelming knowing what choices to make.
Our campaign, Live Wild, was developed to inspire bottled water drinkers to make smarter choices (such as choosing Ballygowan, naturally) without pressure or judgement, whilst appreciating the beauty of our wild Irish waterways.
Making a splash with media
Our first point of call was to set up a virtual briefing session with some of the most influential content creators who care about and have a true passion for sustainability. We shared the Ballygowan journey honestly and openly, and invited them to share our story. For our media launch, we enlisted the help of RTE presenter Blathnaid Treacy and Spin DJ Marty Gilfoyle, who embody the wild Irish spirit of Ballygowan.
We took some stunning photos at the breath-taking Glenmacnass waterfall in Co Wicklow, and Blathnaid and Marty participated in several media interviews in key titles such as the Irish Independent, Daily Mail Group, Stellar, Irish Mirror and Irish Daily Star, and delivering a media reach of over 850k.
Meanwhile, our sustainability content partners created the most beautiful videos from their favourite wild Irish water sources including coast lines, lakes and rivers, delivering our messaging and reaching over 270k sustainably conscious consumers. We’ll drink to that!