La Croix: Unconventional Success

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La Croix: Unconventional Success

Unlike conventional big beverage companies, such as Coke and Pepsi, La Croix doesn’t have a big marketing budget to spend. You will never see La Croix featured in a TV commercial or in an advertising campaign, rather the company focuses on Instagram content. La Croix is constantly posting images of real fans, even tagging the consumers in the caption.

Why is user content so impactful? Studies show that users respond favorably to user content because it showcases the beverage company as a brand that “gets it.” Additionally, UGC shows that La Croix has an active, large fanbase that is extremely sustainable.

La Croix has managed to create a community-based social media experience through the use of micro-influencers. With mass engagement as the ultimate goal, La Croix sends free product to users with as few as 500 followers. Authenticity has proven to be a powerful tool in the right hands.


4 Comments

Taylor Rosenbleeth

Taylor Rosenbleeth

September 24, 2018at 1:34 pm

I think this is a good move for La Croix, especially since they don’t have a big marketing budget. Instagram is becoming such a big platform for UGC for many brands, so this is definitely a smart move. It’s also nice because their products are so visually attractive, that almost all UGC posts will be appealing to people who might not know the brand. I also didn’t know they sent product to people with as low as 500 followers, which is interesting!

Olivia Rascoe

Olivia Rascoe

September 24, 2018at 3:32 pm

I think this approach really works for their typical consumer which is very smart on their end! I never really realized I hadn’t seen advertisements for their product until reading this article so that was also interesting to me! It kind of makes me wonder how they got to be so popular.

Brooke Ralys

Brooke Ralys

September 24, 2018at 8:28 pm

I think the way La Croix uses their instagram to advertise works! It is funny you mentioned that they repost user content because just recently one of my friends from high school was featured on their instagram! I found out this not from following La Croix but from my friend posting on her story the picture La Croix posted, which then led me to La Croix’s profile. This could be a very effective way to advertise for La Croix along with many other companies.

Meryl Preis

September 24, 2018at 9:56 pm

I was immediately drawn to your post because I love La Croix! I never thought about their marketing before now. But now that I do, I never see big campaigns back by thousands or millions of dollars. But their success goes to show that creativity is so important when it comes to marketing! Money isn’t everything, and is not indicative of whether or not marketing campaigns will be successful or not. It really seems like La Croix is making the most of Instagram as a channel to reach consumers by tapping into their fanbase, and it was worked out great for them.

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