Home  › Marketing › Retail
evian-i-love-you-like

Evian Encourages Unique Valentine Messages in #ILoveYouLike

  |  February 10, 2014   |  Comments

The multi-channel effort includes Twitter, Facebook, Pinterest, and Instagram and is meant to embody the brand’s "Live Young" philosophy.

evian-i-love-you-likeRather than falling back on "Be Mine" again this year, mineral water brand Evian wants consumers to avoid Valentine's Day clichés altogether with its #ILoveYouLike campaign, a multi-channel effort it says simultaneously pushes its so-called "Live Young" philosophy.

Until February 14, consumers who tweet @evianwater or @evian_uk using the hashtag #ILoveYouLike will receive a response with an alternative Valentine's message, such as, "I love you like Robin secretly loves Batman," or, "I love you like the '80s love a power ballad," along with encouragement to "share the love" with their followers.

Amy Hambridge, account director at social media agency We Are Social, says the campaign includes about 30 alternatives that are meant to "surprise and delight" and are "messages that you don't find at your usual card shop."

Fans will also be encouraged to share suggestions of how to complete the sentence "I love you like" on Facebook for a chance to win Valentine's Day prizes. Evian says the competition will run on a number of its local Facebook channels, including the U.K., France, and the U.S., with the best suggestions shared on the brand's global channels.

In addition, We Are Social says it has produced content that will be shared on Evian's global Facebook and Pinterest pages, as well as photographic content specifically for Instagram with the "I Love You Like" theme.

The campaign launched February 5.

According to Hambridge, We Are Social was approached by Evian in December to come up with a way to celebrate Valentine's Day, but not in the "traditional schmaltzy way."

That's why the agency came up with a twist on "obviously cliched things" by turning messages on their heads, she says.

In addition, in a statement, Laurence Foucher, global digital manager at Evian, said, "Evian's 'Live Young' values are all about encouraging our consumers to take a playful and fresh look at things, which this campaign reflects perfectly. People are often reluctant to get caught up in the usual Valentine's cliches, so we're hoping this campaign encourages them to have some fun with their loved ones instead."

According to Hambridge, the hashtag #ILoveYouLike had 187,000 impressions in the week before the campaign launched and 1.2 million estimated impressions in its first 48 hours as a result of about 200 Twitter messages.

On February 10, the brand will launch a competition in the U.K. in which consumers who use the hashtag will be entered to win Valentine's goodies from Evian-sponsored athlete Maria Sharapova's premium gummy candy line Sugarpova. Sharapova will also tweet her own #ILoveYouLikes and retweet some of Evian's tweets as well, Hambridge says.

@evianwater has 10,500 followers; @evian_uk has 6,500 followers.

Evian has 1.4 million Likes.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!*
*Early Bird Rates expire April 17.

ABOUT THE AUTHOR

Lisa Lacy

Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...