Overview
The Virginia Foundation for Healthy Youth’s Rev Your Bev campaign endeavors to make water the #1 beverage of choice for all Virginians. To round out their social media strategy Yebo focused on the following:
New audiences
New platforms
New friends
New audiences
Rev Your Bev’s past efforts typically targeted teens but their survey efforts revealed that parents and teachers are actually the biggest facilitators of healthy behavior, so it was clear we needed to consider them in our campaign messaging.
We had to start by finding what teens, parents, and teachers all had in common, and create balanced content that serves these similarities.
New platforms
73% of teachers, and 80% of U.S. mothers use Pinterest on a regular basis. We thought this was the perfect way to serve this audience segment. The Rev Your Bev Pinterest page serves as a hub for free educational resources, and hydrating water recipes specifically geared toward parents and educators.
New friends
Finally, we wanted to add a new content pillar to Rev Your Bev’s social media spread: enter The Taste Buds.
These fun and fruity friends remind us how fun water can be through an online web comic. The comic also has multi-platform potential, allowing them to be the stars of classroom materials, and even their own book (stay tuned!)
Collaborators on this project include: Ken McIntyre, Bailey Grandis, Isabel Greenhalgh, Lisa Haynes, and Shelby Maceda.