BAI
All work below was performed when I consulted for the brand from September 2022 - May 2023.
You probably are wondering what is Bai? It's WonderWater®. With over 10 flavors and 5 product offerings, the brand features exotic fruit flavors infused with antioxidants. The main message for all fans is to provide them with daily hydration and to fit into any environment.
During my stint as a consultant, I was tasked with strategizing a new product launch featuring star talent Sydney Sweeney while operating all social channels.
Wow At First Sip - Content Strategy + Community Engagement
HBO has been a top competitor in the ‘cult’ TV show category since they created Game of Thrones. What we didn’t see coming was another powerhouse title, Euphoria. Bai’s target skews younger and is more likely to be chronically online; making Euphoria star, Sydney Sweeney, a perfect fit.
In April 2023, we launched a campaign promoting the antioxidant-infused product with Sweeney as our lead ambassador. While she is known for exclusively drinking water, we convinced her to come over and join the WonderWater® side.
Sweeney’s fans became stans and our partnership continued to thrive across channels. I was responsible for curating our organic social launch calendar for each platform, captions for every post, setting all content live, and engaging with consumers in the comments.
Media Coverage: