Hi Reader,
Are you thinking "What the hell's Saratoga Water?" You're not alone. On February 6th, hardly anyone had even heard of them - but after fitness influencer Ashton Hall’s viral morning routine video and amassing a billion views, many people now know the premium bottled water brand.
Unprecedented Business Impact
The viral moment has had tangible effects on Saratoga Water’s visibility and sales. Google searches for the brand surged by an astonishing 1,379%, while its parent company, Primo Brands, saw its stock price rise by up to 16% in premarket trading. Social media engagement also skyrocketed, with Saratoga gaining an 11% increase in followers and achieving over 1.26 billion impressions within a week. Marketing experts estimate that Hall’s video generated approximately $1.8 million in earned media value (EMV)—all without a paid partnership! Here's the video:
The Influencer Secret
Hall’s viral video underscores the immense power of social media influencers in shaping consumer trends. This phenomenon highlights how authentic and visually engaging content can drive unprecedented marketing success.Yet most businesses think content creation is an option and consider the allocated spend towards it as an expense.
It’s not an expense. It’s an investment that pays dividends over time. The key here is to break the pattern of predictable sales ads shoving the benefits of your product down the throats of your customers.
Content that resonates doesn’t sell - it connects. This is what separates the brands that capture attention from those fighting for scraps in a crowded marketplace.
How Do We Know This?
The Saratoga phenomenon proves something we have been doing for our clients for years. Being a 360° PR company, we've always pushed our clients to distribute their marketing budget towards innovative practices - this can be podcasts, influencer marketing, newsletters, videos, founder branding etc. The math is simple:
- 70% of the ad budget on proven performance marketing
- 30% of "exploratory" content that could potentially explode reach.
The question ins't whether you can afford to invest in content. It's whether you can afford NOT TO.
Or if you're in Bangalore, her Instagram reel for EazyDiner
We are also very excited to introduce Sendspark as our Sponsor! It's a powerful AI-driven video platform that helps users create and share CUSTOMIZED videos efficiently, making it ideal for sales and marketing professionals looking to connect with their audience more effectively.
If you want a 30% OFF, please reply to this email & we will send you the PROMO CODE.
