Polar Seltzer Social Media Campaign
Tools: Adobe Suite
Timeline: May 2024 - June 2024
Background
As a graphic designer and avid Polar Seltzer drinker, I have always made note of their use of fun patterns and designs for their special edition flavors. Their campaigns such as “Expedition: Flavor" have the opportunity to create excitement around the brand and their flavors.
However, Polar’s social media presence is not consistent. They tend to not post for extended periods of time and then suddenly come out with a burst of posts when there is something new that they are trying to promote.
Overall, their social media is not being used to its fullest potential leading to lower engagement when compared to competitors such as Bubly and LaCroix. By upping their social media presence, Polar will be able to better promote their new flavor campaigns as well as reach a wider audience all together.
Process
Social Media Audit
Instagram and Facebook
Username: @polarseltzer
Follower Count: 43.3k/37k
Average posts Per Week: 0-2
Post Types: Graphics/Motion Graphics
Engagement: None, Occasional Giveaway in Comments
Hashtags: #PolarSeltzer #SparklingWater #Seltzer #LimitedEdition
Note: Same exact posts across both platforms.
TikTok
Username: @drinkpolar
Follower Count: 910
Average posts Per Week: 4
Post Types: Videos, Motion Graphics
Engagement: Liking and responding to comments
Hashtags: #PolarSeltzer #Fun #Relatable #NewEngland #SparklingWater
X
Username: @polarseltzer
Follower Count: 8,783
Average posts Per Week: 0 (None since 2022)
Post Types: Graphics, Photos
Engagement: Customer service in comments
Hashtags: #PolarSeltzer #PolarJr #Seltzer #SparklingWater #SparklingSeltzer
Target Audience
New Englanders
Millenials
Campaign Theme
Combine the new with the old to create the here and now!
What exactly does this mean? We don’t want to gut everything Polar has already done on their social media, but rather enhance it. So, that calls for us to combine the “old” classic flavors and campaigns with the “new” fresh flavors and campaigns to create “the here and now” that we live in!
Campaign Objectives and Goals
Objectives
Increase Instagram and TikTok Followers by 25% in 12 months.
Increase engagement by 50% on all platforms in 12 months.
Post on each social media platform 3-4 times per week for 12 months.
Goals
Increase brand awareness.
Increase engagement across all platforms.
Grow Polar’s audience and have a wider reach on social media.
Sample Posts
TikTok
Caption:
Welcoming the summer solstice with our limited edition summer flavors!
Meet our Summer Lineup:
🍑Peach Iced Tea
🍓Strawberry Creme
🌬️Papaya Breeze
🍋Raspberry Limoncello
🍉Seaside Watermelon Punch
#PolarSeltzer #SparklingWater
#LimitedEdition #PolarSummer
Caption:
📍 Where will Polar take you?
Join the hunt to find these exclusive flavors and log your finds through the link in bio!
#PolarSeltzer #SparklingWater
#ExpeditionFlavor #ExclusiveFlavor
Final Product
This campaign aims to strengthen Polar Seltzer’s social media presence and brand awareness while staying true to what matters most. By combining the old with the new to reach the now, Polar will be able to add a new fizz to the way they reach and interact with audiences.