The Client
Hydro Flask was founded in 2009 in Bend, OR, with the mission to save the world from lukewarm with its double-wall vacuum insulated beverage bottles. After its success in the USA, the Company came to the UK in 2016.
From hydration products to insulated soft coolers to tumblers and beer/wine containers, Hydro Flask creates thoughtfully designed gear made for any adventure.
Hydro Flask is built on a love for spending time in nature and sharing these memorable experiences with others. Its ‘Parks For All’ programme was created to benefit public green spaces and to promote happier, healthier lives outdoors for all.
Additionally, #RefillForGood is the brand’s rally cry to encourage people to swap from single-use and make a real difference for the planet. The company is supported by a team of #RefillForGood ambassadors who show that Hydro Flask gear helps replace single-use plastics.
Spring PR set out to communicate these values throughout the campaign.
The Challenge
As Hydro Flask was new to the UK, we were tasked with raising its brand awareness, and a big part of our budget included attending events.
The Spring PR team began by establishing the consumer outdoor and surf markets as the right target audience for the brand, so two of the key events we chose to attend were Boardmasters and the Kendal Mountain Festival and Film Tour.
We handled the event process from start to finish. This included carrying out research, planning and attendance. We also followed up with the event holders for feedback, influencers and the Hydro Flask team with an event report to showcase what we did and how successful it was.
Hydro Flask is all about the experience, so it was important for us to create a stand with interactive elements that reflect the fun-loving personality of the brand whilst exhibiting the wide range of products.
The Solution
Pixel Art Board: we created a large board at Kendal Mountain Festival and asked an environment-related question. People could then write their answers on a coloured post-it note. Each post-it note colour was assigned a number and the result was a pixel art mural!
Hydration stations: we printed giant Hydro Flasks on strong card to wrap around water coolers to encourage people to refill and reduce the need for single-use plastic. They were positioned in prime locations, including in the Surfers Against Sewage tent at Boardmasters as well as at the entrance to Base Camp at Kendal Mountain Festival.
Hydro games: These funfair style games gave people the opportunity to win a Hydro Flask, so they always drew big crowds and were lots of fun.
Customisation station: Anyone with a Hydro Flask could customise their bottle with a new lid, strap, and boot in a different colour.
Influencers: We supplied key influencers attending Kendal Mountain Festival with a Hydro Flask and personalised note asking them to come to visit the stand. They did and we were able to get great user-generated content.
The Results
Primarily, Hydro Flask saw an increase in brand awareness in the consumer outdoor and surf market.
The activities on the stand drew in big crowds as they were interactive, thought-provoking and fun. Not only did this lead to more interest in the products themselves, but also to Hydro Flask as a brand. We were able to demonstrate the Company’s commitment to sustainability through the ‘pixel art board’, and its vibrant energy through the funfair style games.
Our presence at the shows meant we were on-hand to answer any questions consumers may have about the product. This strengthened the customer-brand relationship and positioned Hydro Flask as a trusted brand.
Besides events, we also took the opportunity to grow Hydro Flask’s newsletter and social media platforms, which further increased brand awareness and customer loyalty.
