We delivered a new digital brand presence to boost Highland Spring’s relevance to a younger audience.
- Content marketing
- Digital & Mobile
Full of the joys
As the number one UK-produced bottled water brand, Highland Spring needed an enriched digital experience to showcase their new brand proposition – “Full of the joys of Highland Spring” – and help make the brand more relevant and accessible to a younger audience (18-34 year olds).
Before beginning creative work, we got the hiking boots on and walked to the source of Highland Spring's water at organic land in the Ochil Hills. This helped us understand the value of Highland Spring as a truly natural product which we reflected across the new digital brand in a way that was relevant to the younger target audience.
Springing into digital
We designed a completely new digital presence to achieve better integration between digital, TV, packaging and social media. It paid dividends straight away with web traffic increasing by 60%, and visit duration rising by 24%. Additionally, our responsive design made the site accessible via desktop and mobile devices, a decision justified by a 600% rise in mobile traffic in the last year.
Engaging traffic flow
There was further evidence of higher levels of engagement with 19% of unique visitors interacting with a bespoke Highland Spring game in the month after launch and then going on to replay it an average of three and a half times. The site has also delivered greater campaign integration with 36% of site visits including a view of the new TV ad in the month after its launch.
An additional success was the data capture and segmentation of key audiences. This was achieved in conjunction with campaigns like the 'Great Ticket Giveaway' and 'Win Chris Hoy' which have both driven increased membership of 'The Source' - Highland Spring's email marketing database, giving us a further spring in our step!
What the client said
“We were excited and inspired by the ideas and thought process Whitespace showcased from the first meeting. This continued through the web and overall digital redesign process and return on investment has been demonstrated through the impressive developments in site visitors, engagement levels and social interaction. We very much value Whitespace as a key strategic partner and are excited about the future opportunities now under consideration.”
Alisdair Cameron, Marketing Manager, Highland Spring
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