Danone-AQUA - Empowers 270 Million Indonesians
with Safe Drinking Water Knowledge
Indonesia faces a severe drinking water challenge, highlighted by the 2020 Household Drinking Water Quality Study by the Ministry of Health. Seven out of ten households consume E.coli-contaminated water, while only a mere 11.9% have access to safe drinking water.
In response to this pressing issue, Danone-AQUA, Indonesia’s pioneering bottled water company, partnered with Brewer to launch a strategic communications campaign, with the objective of educating the public that not all water is the same and reaffirm Danone-AQUA’s commitment to providing safe drinking water for Indonesians.
Our Role
- Integrated Launch Plan Development
Created an integrated communication plan to launch the campaign in Indonesia, incorporating PR, social media, influencer partnerships, and paid media strategies. We worked closely with partner agencies to ensure seamless execution of the plan. - Narrative and Messaging Development
Created the overarching “Not all Water is the Same” campaign narrative. We also developed messaging to highlight AQUA’s superiority, highlighting the brand’s commitment to delivering high-quality water and protecting Indonesia’s water sources. - Expert Engagement
Built credibility by collaborating with hydrology and health experts, ensuring the message was grounded in science and resonated with the target audience. - Media Engagement
Organised a closed-door editorial briefing with 14 top-tier editors to provide in-depth context on water quality issues in Indonesia. The campaign was officially launched with a media gathering, featuring a panel discussion with hydrology and health experts, and attended by over 50 journalists.
Results
The campaign achieved significant media engagement, generating over 106 million impressions that greatly amplified its reach and impact. Media engagement demonstrated a unanimous consensus on the importance of public education regarding water quality, further emphasising the campaign’s relevance. Additionally, there was a notable positive shift in public perception, sparking important conversations and motivating Indonesians to prioritise water quality in their purchasing decisions.
OUR ROLE
- Integrated Launch Plan Development
Created an integrated communication plan to launch the campaign in Indonesia, incorporating PR, social media, influencer partnerships, and paid media strategies. We worked closely with partner agencies to ensure seamless execution of the plan. - Narrative and Messaging Development
Created the overarching “Not all Water is the Same” campaign narrative. We also developed messaging to highlight AQUA’s superiority, highlighting the brand’s commitment to delivering high-quality water and protecting Indonesia’s water sources. - Expert Engagement
Built credibility by collaborating with hydrology and health experts, ensuring the message was grounded in science and resonated with the target audience. - Media Engagement
Organised a closed-door editorial briefing with 14 top-tier editors to provide in-depth context on water quality issues in Indonesia. The campaign was officially launched with a media gathering, featuring a panel discussion with hydrology and health experts, and attended by over 50 journalists.