The Strategy Behind LaCroix's Thriving Instagram Community
LaCroix has built an army of sparkling water advocates on Instagram. We wanted to know how this happened. Watch or read below to learn more.
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As Americans started giving up sugary sodas, LaCroix’s popularity took off: the flavored water’s sales DOUBLED between 2014 and 2016.
Young women, moms, writers and health aficionados fell in love.
As LaCroix caught fire, social media was the grease on the flames.
Without prompting, fans began flaunting LaCroix cans online as lifestyle symbols, arty props, and war cries to their fellow addicts.
One fan even started a viral tee-shirt company based on the fizzy drink.
To harness this positive energy, LaCroix used a micro-influencer approach to growing their Instagram channel.
Rather than paying celebrities to endorse the product, LaCroix interacts with the fans who are already building the brand.
Some users might only have 100 fans, but if they share a photo with a #LiveLaCroix tag, LaCroix will comment, repost, or send them a coupon.
This approach led to Instagram growth from around 800 in 2014 to 50,000 in 2016.
By sourcing fun, beautiful, user-generated content, LaCroix has created a personal relationship with their fans.
@LaCroixWater is an authentic community that reinforces everything fans love about the brand.
What kind of social media community can your brand create?
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