#4 COMMUNITY: TOGETHER WE ARE STRONGER
This way, we leveraged the power of the community. On Facebook, Aqua Carpatica had a community of hundreds of thousands of fans – with active and involved members. We needed to channel this community’s energy under a common goal animated by a civic duty. Not just the ones who took the test should have access to information.
Without any incentive other then helping the local community, users shared the nitrate concentrations on the Purity Test map, together with photos and comments.
TV Stars, actors, journalists, athletes and bloggers quickly joined the conversation, posting the test results as the best possible testimonials. Proof that Aqua Carpatica became a brand which surpassed its category rules, was its Facebook community of over 1 million fans reached during the Purity Test campaign. It was one of the most engaged brand communities on Facebook, constantly in Top 5 in terms of comments, likes and shares. A number which surpassed that of any other FMCG brand, including historically iconic brands like Coca Cola, Pepsi or Heineken. More than 120 blogs joined the campaign. There were over 660 organic mentions in the press, Facebook, Twitter and blogs for a total unpaid viewership of 3,141,366. In only two months of the campaign, the website reached an incredible traffic: over 100.000 unique users accessed Testul Puritatii (Source: Google Analytics, May-July 2014). Despite the fact that there was no prize involved and that the tests were not free, over 1600 tap waters, 127 rivers and lakes, plus 687 wells were tested and the results uploaded.