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.