Demonstrating Social Responsibility And Healthy Community Initiative

A comprehensive and interactive experiential marketing program which partners with environmentally conscious organizations and people to help restore communities and natural habitats.

Every day across America, families, friends and individuals generously come together to provide their talents to their communities.

Drawing upon a heritage of providing Aquafina bottled water to socially conscious organizations as they do “Good Deeds” in local communities, the brand management team elected to throw its full resources to healthy community groups who wished to acknowledge and hydrate their volunteers.

Healthy Living Marketing was enlisted to help identify deserving healthy community organizations nationwide and prepare resource allocations to each of these groups that included Aquafina bottled water, recycling bags, volunteers’ hats and shirts, and video cameras to capture the spirit of environmental responsibility volunteerism at work. In addition, three especially deserving eco-volunteer organizations were provided with funding and in-kind support: the San Diego River Park Foundation, Volunteers for Outdoor Colorado, and Friends of Kenilworth Gardens in Washington D.C.

Utilizing engaging content enhanced by our content development and search engine optimization teams, we integrated the coverage of all socially responsible activities into the program website, which was developed and maintained by our web team.

Once the interactive groundwork was created, our social media team set out to extend the reach of the Healthy Community initiative program by developing specific content for branded Twitter and Facebook sites. Reach of the program increased significantly over time, with 80% of the individual content pages reaching first page listings on leading search engines, and 72% reaching first position on the first page.