Poland Spring, the first premium bottled spring water in America, wanted to help drive awareness of their role as official sponsors of the New York City Marathon. The brand needed to create premium videos to use in their social campaign. In order to imbue the initiative with deeper meaning, Poland Spring wanted to empower local New York runners as their source of content and creativity.
The brand partnered with Social Native to identify and activate New York creators and runners to generate high-quality, relevant, and custom videos. Not only did Poland Spring’s video assets need to be cost-effective and produced at speed, they also needed to be optimized for social.