Rather than falling back on ‘be mine’ again this year, mineral water brand Evian wanted consumers to avoid Valentine’s Day clichés altogether with its ‘I Love You Like’ campaign, a multi-channel effort to simultaneously push its live young philosophy.
From 5 to 14 February, consumers who tweeted @evianwater or @evian_uk using the hashtag #ILoveYouLike received a response with an alternative Valentine’s message such as ‘I love you like Robin secretly loves Batman,’ or my personal favourite, “I love you like a granny loves a cheeky pinch,” along with encouragement to share the love with their followers.
Fans were later encouraged to share suggestions of how to complete the sentence on Facebook for a chance to win Valentine’s Day prizes. The competition ran on a number of its local Facebook channels, including the UK, France, and the US, with the best suggestions shared on the brand’s global channels. In addition, content was shared on Evian’s global Facebook and Pinterest pages, as well as photographic content specifically for Instagram with the ‘I Love You Like’ theme.
Evian’s live young values are all about encouraging 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 Day clichés and this campaign encourages them to have some fun with their loved ones instead.
Setting a great example of how to utilise a number of Social Media channels, the luxury water company achieved 187,000 Twitter impressions in the week before the campaign launched. An estimated 1.2 million impressions were reached in its first 48 hours as a result of about 200 Twitter messages.