Vitaminwater_Influencer Approach

Outlining the INFLUENCER OUTREACH Built by

POINTS OF DISCUSSION 1. Decoding our approach to influencer outreach 2. Defining Vitamin Water ‘Face of Influence’ & Selection Framework

The face of influence has transitioned from the red carpet to newsfeeds and is no longer just the famous, but also individuals with stories that are a reflection of everyday life of Indians trust social media influencers have made purchases based on influencer endorsement 79% From ICONS to INFLUENCERS 90% Source: Influencer Trust Report, ASCI, 2023 [Speaker notes] ‘Influencer Trust Report’.Read more at:https://brandequity.economictimes.indiatimes.com/news/research/transparency-the-reason-to-trust-influencers-asci/97973974

They serve as key sources of Message Amplification Indians believe influencer marketing has an impact on them Increase in budget for influencer marketing by > third of Indian brands 70% 2X CONSUMER-INFLUENCERCongruence INFLUENCER - PRODUCTCongruence CONSUMER-PRODUCTCongruence BRAND ATTITUDE This Congruence generates Which drives product evaluation & behavioral intentions Influencers give character to a customer’s judgement, making decisions not just informed but personal. Thereby not only aiding decision-making, but also shaping brand perception. Source: Impact Of Influencer Marketing In India, Dentsu India, 2023 I Journal of Business Research [Speaker notes] https://www.sciencedirect.com/science/article/pii/S0148296321002307#b0095

RESONANCE - Synergy: Influencer-Brand Congruence- Identification: Consumer-influencer congruence Consumer act positively and complete the action intended by sponsored content. Personal Action Positive response to the stimulus and end up sharing the content. Social action. SOCIAL CAPITAL ACTION EFFECT KPI’s S-o-V Sales Engagement Rate Approach to Defining Faces of Influence RELEVANCE REACH & ENGAGEMENT - Popularity: Reach & Network - Proximity: Popularity in category, region, segment- Goodwill PERSONAL RESPONSE SOCIAL RESPONSE MEASURABLE EFFECT

TRANSLATING OUR APPROACH TO VITAMIN WATER

Outlining the BRAND SPIRIT CONTAGIOUSLY ELECTRIC ADVENTUROUSLY BOLD LIFE OF THE PARTY PLAYFULLY QUIRKY Proposed ‘Faces of Influence’ THE SPARKLERS In a world on autopilot, they are the electrifying jolt we all need. They are the light of the digital world who breathe life into every moment. Their presence a shot of adrenaline for the spirit—uplifting and irresistibly fun, perfect for when you need a pick-me-up. Authentic and relatable, they create a sense of belonging where everyone is invited to join the party. They ensure our newsfeeds feel a little more alive, colorful and engaging LIVING FIRECRACKER

Meet the SPARKLERS NOTE: Influencers Stated are for Representation Purpose Only Eternally enthusiastic and spreading good vibes, they have a knack for energizing everyone around them by making every moment with them sparkle. The ultimate entertainers, keeping their viewers engaged with their high-spirited antics and vibrant performances. JOYISTS LIVEWIRES PERFORMERS Their core content is not centered on enthusiasm, but their tonality and approach exude a sense of excitement that lift the mood Prajakta Koli Mithila Palkar Bhuvan Bam PAN INDIA REGIONAL Danny Pundit(Maharashtra) P1 OBJECTIVE: Lead carriers to build brand awareness for Vitamin Water P2 P3 CAT A, B, C CAT A, B, C CAT A Orange Juice Rahul S. (Bengaluru) Because Why Not(Maharashtra) PRIORITY TYPE Bassi Ishita Mangal (Fashion) Krutika (Lifestyle) Juice Rahul S. (Bengaluru) Because Why Not(Maharashtra) PRIORITY TYPE Bassi Ishita Mangal (Fashion) Krutika (Lifestyle) OBJECTIVE: Create a context for consumption while maintaining brand resonance OBJECTIVE: Lend their good will and enjoyable vibes to the brand communication to build brand love Niharika NM Gaurav Kapur Shehzaan K (Dancer) Aiyyo Shraddha(Karnataka) Pranit Shilimkar (Fitness/Maharashtra) [Speaker notes] Live wire Niharika nm

Micro Influencers (CAT C) Follower Size: 10,000 – 1,00,000 Macro Influencers (CAT B) Follower Size: 1,00,000 – 1 Mn Mega Influencers (CAT A) Follower Size: 1 Mn+ followers BRAND FRIENDS OCCASIONAL COLLABORATORS FREQUENT ACTIVATORS Breaking down the associations Always-on collaborators, acting as brand advocates, regularly promoting products by integrating it into their content style Amplifiers of brand messages across a larger audience, with frequent, yet strategically spaced, collaborations. Brand’s partners for high-impact, large-scale campaigns, ensuring mass reach and visibility. strategically spaced, collaborations. Brand’s partners for high-impact, large-scale campaigns, ensuring mass reach and visibility. [Speaker notes] Influencer marketing is about gaining exposure, sure - but working with people who have the largest audience. In this space, bigger doesn’t always mean better working with people who have the right audience so you can make connections with the people most likely to further connect with your brand. As a general rule, targeted reach, cost-effectiveness, engagement, authenticity, and accessibility all go up as follower count goes down Celebrity or megainfluencers are best for top-of-the-funnel campaigns promoting products or brands with mass appeal, like Coca-Cola. These influencers offer brands massive but less focused reach, often at substantial cost. or brands with mass appeal, like Coca-Cola. These influencers offer brands massive but less focused reach, often at substantial cost. For example, Kylie Jenner reportedly charges $1 million per sponsored Instagram post, per Hopper HQ. Micro- or nanoinfluencers are best for more targeted campaigns that aim to reach a specific audience. This group tends to have stronger, more direct relationships with their followers, which often leads to greater authenticity, engagement, and returns.

BRAND FRIENDS OCCASIONAL COLLABORATORS FREQUENT ACTIVATORS Defining Their Interventions ALWAYS-ON- Topical content - Trending content - Everyday brand conversations CAMPAIGN- Campaign reshare - Collab reel - Campaign stories - Campaign participation/ postCONTEST- Brand challenge - Driving UGC Content DELIVERABLES INTERVENTIONS ALWAYS-ON CAMPAIGNS ONLY CAMPAIGNS Kindly define (STRAT) No. of Influencers: X/ MonthRegional: X/ Month (for select geos)Frequency: X/ influencer No. of Influencers: Campaign needRegional: No. of posts: ALWAYS-ON CAMPAIGNS No. of Influencers: X/ MonthRegional: X/ Month (for select geos)Frequency: X/ influencer No. of Influencers: Campaign needRegional: No. of posts: Kindly define (STRAT) Kindly define (STRAT) X/ influencer No. of Influencers: Campaign needRegional: No. of posts: Kindly define (STRAT) Kindly define (STRAT) [Speaker notes] Influencer marketing is about gaining exposure, sure - but working with people who have the largest audience. In this space, bigger doesn’t always mean better working with people who have the right audience so you can make connections with the people most likely to further connect with your brand. As a general rule, targeted reach, cost-effectiveness, engagement, authenticity, and accessibility all go up as follower count goes down Celebrity or megainfluencers are best for top-of-the-funnel campaigns promoting products or brands with mass appeal, like Coca-Cola. These influencers offer brands massive but less focused reach, often at substantial cost. For example, Kylie Jenner reportedly charges $1 million per sponsored Instagram post, per Hopper HQ. often at substantial cost. For example, Kylie Jenner reportedly charges $1 million per sponsored Instagram post, per Hopper HQ. Micro- or nanoinfluencers are best for more targeted campaigns that aim to reach a specific audience. This group tends to have stronger, more direct relationships with their followers, which often leads to greater authenticity, engagement, and returns.