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Volume 26 No. 49
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Social Studies: Essentia Water Scores With Patrick Mahomes Campaign

Essentia Water is unlike other brands in the sports space. It may not be found with its name splashed across a cooler on the sidelines. But it can be found in the hands of many pro athletes in their daily lives. This includes Chiefs QB Patrick Mahomes, who became an endorser earlier this year, as well as Rams DT Ndamukong Suh and Suns F Kelly Oubre Jr. These are athletes whom the brand labels "Overachievers" -- people who are not defined by their success but by their determination to achieve. Essentia Water CMO Karyn Abrahamson (@EssentiaWater) said the brand's Essentia Nation is "made up of many athletes, and other 'Overachievers,' who do not have formal paid partnerships with the brand, but who believe in the product and what we stand for." When it comes to making its mark on the social landscape, Essentia is more than just its distinctive red and black brand colors, which are a key element in nearly every piece of content it produces. Abrahamson said, "Effective and engaging social media is not just about brand colors. It's about leading with a big brand idea. At Essentia, we have two approaches: aspirational content and product as hero."

SOCIAL SNAPSHOT
Must-follow: I’m passionate about following all things NFL, the Univ. of Washington Huskies and HGTV.
Favorite app: Hands down, ESPN Fantasy Football. Ask anyone and they will tell you that I am a huge football fan.

Average time per day on social media: On average, around an hour and a half a day. I use social media -- mainly Facebook -- to stay connected with my broader group of friends, family and former colleagues.  

Essentia's social media philosophy:
Essentia Water's social media philosophy is to provide our millennial audience with motivational, inspirational and engaging content that reinforces our brand's mission -- to help "Overachievers" go further for longer through better hydration. We want to create a space to empower and build our community, the Essentia Nation -- an inclusive, diverse group of driven and passionate "Overachievers" who have the desire to do more and feel their best -- and do it in an authentic way that is true to who we are as a brand. We want to add value to people's experiences when they encounter or follow us on social media.

How the brand tries to distinguish itself from its competitors:
First and foremost, it's about landing a big brand idea and communicating what makes our product unique. When we develop social media content, we continuously ask ourselves, "Does this map back to what our brand stands for, and is this adding value to people's lives?" We want to ensure our content is relevant and will both speak to and resonate with our audience.

How Patrick Mahomes brings instant credibility to the brand:
Patrick is truly passionate about our brand and what the product does for him. This authenticity is key for any influencer partnership we explore. We want to partner with people who genuinely believe in our brand and product, as well as share our values and align with what we stand for.

How Mahomes fits:
I've been a huge fan of Patrick and drafted him last year for my fantasy football team. When we began laying out our strategy for '19, Patrick was at the top of the wish list to represent the brand, as he is the epitome of a young "Overachiever" who reflects our values: team focused, humble and inclusive with a drive to succeed.

Working with other athletes:
Oubre, in particular, was part of our first "Overachieving" campaign launch a couple years ago, along with other "Overachievers" in different categories. Earlier this year, we launched our latest "It Might As Well Be You" campaign with Mahomes as a key partner.

Essentia's target audience, specifically on social:
We specifically target overachieving millennials between the ages of 18-34 because they index highest for premium bottled water consumption, along with any and everyone who have the desire to do more and be their best.

If you know anyone who should be featured for their use of social media, send their name to us at jperez@sportsbusinessdaily.com.