making water fashionable via instagram

@giovanni | 469.682.6978 | www.gallucci.net | [email protected]

Making Water Fashionable with

InstagramA Topo Chico Case Study

http://www.LiveLoudTexas.com

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What Is Topo Chico?

★ sparkling mineral water sourced and bottled in Monterrey, Mexico since 1895.

★ 1980s expansion in the rest of the Mexican market.

★ 1987 Entered U.S. Focusing on Mexican-Americans.

★ 2013 Turned Focus on Anglo Market in United States.




How We developed a plan with our Goals in mind and

a clear Direction.

Establishing Realistic Initial Goals




★ Develop a Lifestyle brand.

★ Focus on one social network at a time.

★ Focus On One Industry at a Time.

★ Playing The Long-Game.

★ NO conspicuous marketing.

★ Create demand through scarcity.





★ FAN FOCUS

★ Build a rabid, Highly-engaged network.

★ Focus on one social network at a time.

★ Size does not equal success - engagement does!

★ Shun marketing “authentic” and embrace the sweat and time required to REALLY be authentic.

★ Encourage fans to create content and reward them for it.

★ Collect email addresses.






★ MUSIC INDUSTRY FOCUS

★ Develop relationships with up and coming artists.

★ Collect email addresses from highly-connected industry insiders.

★ Be a brand that artists find value in being associated with - both personally and professionally.

★ Brand Ambassador program.




★ My Personal Beef with Facebook: The Organic Algorithm

★ Facebook “OWNS” Social Media (Yesterday)

★ We’re playing the Long Game - What do we see as relevant in 2-3 years?

★ Do we start with Facebook or something else?

Instagram is the new Facebook




Instagram is the new Facebook




Visual Content Drives Traffic




Photos and video are hot on any platform




Consistency is more important than frequency




Viral marketing is alive and Well on Instagram




Post like a fan, not a marketer




Include your fans and their content everywhere you can




Online marketing is most effective when you spend time offline and in the field




Staying just out of reach of the consumer creates high demand




You CAN measure engagement on Instagram




Thank Yougiovanni gallucci 469.682.6978

instagram.com/giovanni.gallucci twitter.com/giovanni

[email protected] http://gallucci.net