Sound as a medium of healing
Creative Direction and Brand Awareness
Droplet Hydration was temporarily unable to convert demand into sales. Droplet Hydration temporarily sold out after its latest batch was fully claimed by the NHS. With the next production run still weeks away, conventional marketing had a problem: there was nothing to sell. Rather than pause communications—or spend money promoting unavailable stock—we asked a different question: Could Droplet still improve someone's day without asking them to buy anything? The answers to this question is the case study.
CLIENT
Droplet Hydration - Spearmark Health
INDUSTRY
Healthcare & Wellness Technology
TIMELINE
1 Weeks
STUDIO
Fivora London
SCOPE
Creative Direction, Market Research, Brand Awareness, Social Media
LOCATION
London
United Kingdom
Droplet Hydration's flagship product temporarily sold out after its latest batch was claimed by the NHS. With the next production run still weeks away, conventional marketing had nowhere to send the customers, so we asked
Could a brand still improve someone's day without asking them to buy anything?
Challenge
Insights
Droplet's target audience is elderly people, caregivers of elderly grandmas and grandpas, and people who'd prefer at-home care and fewer hospital visits.
Dehydration is the #1 preventable reason why UK elderly people end up in the ER. Droplet's hydration reminder cups help them hydrate regularly. So we rethought what Droplet could offer to help them recover with at-home care.
People reach for hydration in moments of exertion, fatigue, stress, recovery and routine. Those moments already have another powerful sensory companion: Music.
Research
Research into the relationship between music, mood and wellbeing led us to an unexpected product extension: a science-backed Spotify playlist designed around moments of calm, recovery and decompression.
The playlist became a low-friction way for people to interact with Droplet without purchasing anything. It also gave the brand a natural reason to appear in people's daily routines, rather than only appearing when they were considering hydration.
Fivora published a white paper on this research.
When we couldn't put Droplet in someone's hands, we put it in their headphones.
x2
Playlists
x18
Research backed, tailor picked tracks
NA
People reached*
NA%
Playlist interactions*
210%
Engagement increase across socials*
*Data is priliminary findings, a full report will be upload at a later date.
TERRY BLOOM, CEO DROPLET HYDRATION
"The goal wasn't to sell something that wasn't available. It was to make Droplet worth remembering when it became available again"
