Social Strategy: Icelandic Glacial x Alfred
Following the placement of Icelandic Glacial Still Water in Alfred locations earlier that year, Icelandic Glacial’s collaboration with Alfred expanded to introduce their new sparkling water in aluminum cans. The partnership led to the development of 2 limited-edition sparkling tonics that would be offered on Alfred drink menus. The two sparkling water flavors, along with the still water bottles, were placed on shelves at all Alfred locations during the collaboration.
The Goal: Promote this limited edition collaboration with organic and paid social content, giveaways, and influencer partnerships to increase awareness and drive conversion in stores
Brand: Icelandic Glacial
My Role: Social Media Strategy & Execution, Influencer partnerships, paid social ads, reporting
Collaborators: Brand Teams, Photographer, Art Director, External Influencer Agency Partner
Deliverables: Organic & Paid Social Strategy, Creative Assets, Campaign Messaging, Influencer Creative Brief, Paid Social Ad Strategy, Reporting
Social Strategy:
Launch Content:
Two teaser videos featuring macro live videos of each tonic were posted ahead of the partnership launch to generate buzz and spark engagement. (Teaser 1, Teaser 2)
Product photo post featuring the 2 sparkling tonics in Alfred-branded cups, accompanied by Icelandic Glacial Sparkling Water Aluminum Cans. The caption introduced the names of the two new menu items and encouraged the audience to order in person at Alfred locations.
All three posts were pinned as a 3-post grid on the Icelandic Glacial Instagram profile page to act as a digital billboard for page visitors.
Social Content:
Drink recipes for each sparkling tonic were shared in social captions, paired with beautiful product photography so fans not in the LA area could recreate them at home.
Reposted user-generated content from customers featuring drinks, aluminum cans, and/or bottled water at Alfred locations. These posts were saved to a dedicated IG Story Highlight on Icelandic Glacial’s profile for page visitors to see at first glance.
Paid Ads:
Boosted social content across Meta and TikTok towards a geotargeted interest audience in the surrounding LA area, optimized for Reach, Engagement, and Traffic objectives.
Gifting & Giveaways:
Curated PR Boxes with branded glass mugs, straws, Icelandic Glacial Sparkling Water, an Alfred gift card, and designed recipe cards.
Gifted branded PR Boxes to influencers in the LA area and reposted tagged stories and posts to the brand's page to increase awareness.
Hosted a self-run giveaway of branded PR Boxes to invite everyday fans of the brand into an otherwise exclusive brand moment.
Paid Influencer Partnerships:
Partnered with 3 LA Influencers aligned with both brands to create and share sponsored content featuring them going to Alfred locations, ordering the drinks, and encouraging their audience to do the same.
Each partnership post was boosted with geotargeting towards an LA area interest audience, optimized for Reach to increase awareness.
