Starkey Spring Water

Case Study: Starkey Spring Water

Client: Starkey Spring Water
Services: Social Media
Industry: Consumer Packaged Goods
Website: www.starkeywater.com

Sprocket help to revive Starkey Spring Water, an Idaho-based bottled water company, via strategic social media. 

Challenge

Deep underwater in the Imnaha Basalt of Idaho lies a pristine geothermal spring rushing with some of the country’s purest water. Starkey Spring Water, owned by Allegro Coffee Company, a wholly-owned subsidiary of Whole Foods, is a century-old bottled water brand found on the market’s shelves. Although distributed nationwide, Starkey had little brand awareness outside of Idaho where it is bottled. Sprocket was challenged with reviving the Starkey brand and increasing its market share in the category.

Solution

After sitting dormant for several years, Sprocket dove into Starkey’s social media accounts, creating new content and engaging its Facebook and Instagram communities. Part of the strategy in re-establishing the brand was sharing the story of Starkey, how it is bottled at the source, its pH range, alternative uses for its beautiful glass bottle, and the company’s community involvement.

As Sprocket began sharing more on social, Starkey’s followers did too. Sprocket was quickly overwhelmed with user-generated content, highlighting consumption across the country and various ways to show off the chic bottle. The agency created ‘surprise and delight’ opportunities for Starkey’s most avid fans as well as giveaways that extended the reach of the brand message while creating new supporters.

Starkey is a long-time sponsor of Idaho’s Treefort Music Festival, and Sprocket leveraged this opportunity to collect content from the company’s activation – beautiful images of music lovers enjoying pristine water – while also finding new fans to engage.

Results

Based on re-engaging on Facebook and Instagram, Sprocket saw an average increase in followers of approximately 24% monthly – with minimal paid ad budget. Similarly, with just a bit of boosting, engagement rates the first two quarters in 2016 saw a 550% increase on Facebook. Even better, after seeing the tremendous growth and response in Starkey’s social media, its holding company has doubled down on opportunities for influencer engagement, events and amplified content.

In one year, Sprocket doubled Starkey’s Facebook followers, with minimal paid ads, and created its Instagram presence from the ground up, seeing double and sometime triple digit growth in engagement.