The Fiji Water girl came out of nowhere as Award Season started, essentially owning the Golden Globes red carpet. A brilliant marketing coup by the brand, one we couldn't resist measuring the Insta impact for.
The most talked about person/phenomenon from the Golden Globes a few weeks ago was the young lady hired by Fiji Water to keep the stars hydrated as they walked the red carpet. She carried a tray full of those iconic bottles, at the ready to quench any celebrity's thirst, should they need it. Sounds pretty standard.
Lo and behold, girlfriend ended up in a majority of red carpet images. Not in a candid way. Never just caught walking past. She was deliberately posing as she lurked in the background, completely aware that she was being photographed with every famous face stopping for a snap.
It didn't take long for the internet to erupt with memes, in what was pretty much the first viral moment of 2019. What viewers momentarily thought of as an amusing fluke actually turned out to be an incredibly genius marketing coup by the brand.
The Fiji Water girl, who has apparently attended many red carpet functions (anonymously, might I add) to serve H20, was working with a Getty photographer hired by the brand to be captured in the shots. Strategery!
In a time where going viral on social can help any brand achieve a huge marketing lift, it remains quite difficult to orchestrate and predict what will take off in this manner. What's more is that this stunt was apparently a last minute modification of the original brief—instead of shooting celebrities holding the water (no one was drinking it), the photographer and the Fiji Water girl teamed up for some good old fashioned photobombing.
Well, whoa. The results were insane, and probably way beyond what Fiji Water could have ever hoped for. It's what everyone was talking about the next day. We obviously can't speak to their bottom line, but if we look at the Instagram data alone, there's no doubt as to the impact of the photographer's Golden Globe audible.
Milking it for all that it's worth, the Fiji Water girl (aka Kelleth Cuthbert) has been making appearances on talk shows and every respectable gossip mag, creating an additional source of exposure for the brand. She's the gift that keeps on giving... or at least until award season ends.
Now it's time to look into the backend of all the Instagram activity, where we found figures that exceeded every successful Instagram stat Fiji Water's ever had. Get ready.
Let's start by something basic yet crazy. Fiji Water's top post of all time was this collection of the Fiji Water girl's photobombs at the Golden Globes. They've since deleted the post—too bad for them, it was a killer, coming in at a hot 14.63% engagement rate.
Now on the Fiji Water girl's account—aka @kellethcuthbert, LA-based model—her top 3 posts of all time are of her Fiji Water girl fame.
In terms of growth, here's a graph representing the growth spike of the @fijiwater account around the Golden Globes. In 4 days, it added OVER 3.5K followers. Its weekly average was 335 prior to this.
To give you an idea of how much the growth rate accelerated post-water girl, we compared the account's growth rate from September-December to the period since the Golden Globes. In the fall, Fiji Water's weekly growth rate was 0.25%, but it's now 3.58%.
Again comparing activity from the fall to what's happened in the past 2 weeks, the brand's engagement rate used to sit at an already quite good 2.14%. Well, since the Golden Globes, it's shot up to 5.15%, aka more than double.
In terms of actual number of engagements, it's gone from an average of 2k actions per post to over 7k actions.
Last but not least, the @fijiwater reach has also skyrocketed. In the fall, the account was averaging a weekly reach of a little over 80k. Since January, it's been upwards of 301k.
There is zero doubt about it, this whole Fiji Water coup absolutely crushed the game. A brilliant stroke of marketing genius to raise the brand's profile. It's now up to them to keep the momentum going. 💦
Header image: @fijiwater
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