VITA COCO

The coconut product retailer followed Instagram’s best creative practices for mobile-first video ads, lifting brand awareness by 7 points and ad recall by up to 18 points.

THE STORY
Nuts about coconuts

Childhood friends Mike Kirban and Ira Liran founded Vita Coco in 2003, bringing coconut water from one farm in Brazil to the US. The partners now distribute to dozens of countries and source their coconuts from thousands of farmers throughout Brazil and Southeast Asia.

16-point

lift in ad recall for 18- to 44-year-olds

18-point

lift in ad recall for 35- to 44-year-olds

7-point

lift in awareness overall

4-point

lift in intent to purchase for 18- to 24-year-olds

Facebook and Instagram allowed us efficient reach in our key markets, delivering our ads for the most pertinent occasions for coconut water based on what’s most relevant to the consumer at that time.
PATRICK B., SR GLOBAL BRAND MANAGER, MARKETING TEAM, VITA COCO
THE GOAL
Build healthy brand awareness

Vita Coco wanted to increase brand awareness and ad recall and verify its campaign results with a Facebook brand lift study.

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THE SOLUTION
Optimizing video for mobile

Vita Coco came up with strong video ad creative, incorporating best practices for mobile optimization, including text overlays that explain the action for people watching with the sound off. The company selected automatic placements, which ran the majority of the ads in Instagram Stories and Instagram feed.

To increase the relevance of its message and raise ad recall and awareness, Vita Coco catered its ads to the demographics and interests of each audience it wanted to reach. Examples include:

  • Hangover: Ads featured animated GIFs of objects related to a hangover, such as aspirin and sunglasses, with text touting rehydration. The ads appeared from 11pm–11am, Friday–Sunday and reached people who like nightclubs, being social, happy hour and colleges and universities in key markets.

  • Afternoon slump: Ads featured afternoon pick-me-up messaging and appeared only from 12–4pm, Monday–Friday and reached people in office locations, connecting with full-time professionals, aged 25–44, who had interests that indicated a healthy and balanced life.

  • Workout: Ads featured a GIF of an athletic shoe kicking a soccer ball, weights and text touting electrolytes and nutrients. Workout ads were always on and reached a broad audience.

  • Smoothie: Ads featured a smoothie, cut fruit and the text “boost your smoothie.” Smoothie ads were always on and reached a broad audience.

A Facebook brand lift study verified results of Vita Coco’s brand awareness campaign, which ran from April 10–July 11, 2108. Results included:

  • 16-point lift in ad recall for 18- to 44-year-olds

  • 18-point lift in ad recall for 35- to 44-year-olds

  • 7-point lift in awareness

  • 4-point lift in intent to purchase among 18- to 24-year-olds

We effectively drove significant lift in ad recall and awareness, which helped determine Instagram's role in our media mix model.
BRITTANY HARSHBARGER, SR MEDIA MANAGER, MARKETING TEAM, VITA COCO
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