Ocean Spray GIPHY Stickers

Battle of the Bottles

CLIENT

Ocean Spray

CREDITS

Art Direction: Melanie Lapovich
Copywriting: Brennon McDowell
Editing: Hillary Therriault

SOCIAL MEDIA

Ocean Spray's social media comments often see fans passionately proclaiming their favorite flavor of juice, so it only seemed fair to give them an official forum for them to decide which flavor is truly #1. We pitched Battle of the Bottles as an organic social campaign that pits 16 of the most popular juice blends against each other in a friendly bracket-style competition, and in four rounds of voting across 4 social platforms, we let fans pick the winner. I built a full asset toolkit in advance to account for every possible outcome of voting, and from each round to the next I finalized the stories and feed posts. To further supplement the campaign we created video content, an animated sticker, and a printable version of the bracket for email newsletter subscribers.

Ocean Spray's socials saw a significant boost in engagement, with each grid post on Instagram garnering over 4-6 times the amount of likes and comments they normally receive. Our most popular fan, Doggface208, also sounded off in the comments—he may have helped Cran•Raspberry win it all!

OS_battleofthebottles_bracket_printable_port_v3

Launch

After debuting our official bracket, we launched the following day with a silly, slightly unhinged "training montage" (getting White Cran•Peach to sink a free throw at my local park was a memorable experience) and calls to action to vote!

The actual voting happened on Instagram stories and Twitter polls using each platform's native poll features, with our social managers also taking comments across all of Ocean Spray's accounts as votes. Our launch and subsequent rounds coincided with the actual NCAA basketball tournament to build momentum around the spirit of competition.

—Each round of voting consisted of an Instagram Story with 2 juices matched up at a time, starting with 8 matchups in Round 1

—Fan chatter from the one and only Doggface208

The Winner

After two weeks and 4 rounds of voting, Ocean Spray had its first ever Battle of the Bottles Champion, with Cran•Raspberry beating out Cranberry Juice Cocktail in the finals! We did a final victory post in-feed as well as share the finished bracket for everyone who was following along.