Choose Your Path Campaign.

THE CHALLENGE

The new, sustainability-focused water bottle brand, Pathwater, asked Boston University Communications students to help create a brand awareness-focused campaign. Pathwater sets itself apart from other water bottle brands by its promise of eco-consciousness in using aluminum bottles. Pathwater water bottles are meant to be purchased in any store, with the bottle being used repeatedly.

Being a new brand, Pathwater's main goals were to increase overall brand awareness among Gen Z and Millennial audiences and to highlight the product's eco-friendly features.

MY APPROACH

As part of a team of Boston University Communication students, we envisaged the Choose Your Path campaign. This campaign focused on positioning Pathwater as a forerunner of no waste activism by creating educational content, inspiring the community to take action, and implement eco-conscious lifestyle changes.

As the digital marketing strategy leader, I envisioned a multi-part Instagram campaign series on Pathwater's channels. To implement the education portion of the Choose Your Path campaign, I created an Instagram live, 3-part speaker series with popular no-waste lifestyle influencers. For the action part of our campaign, I designed social graphics which encouraged users to sign Patwater's sustainability pledge, with donations going to a non-profit organization. Lastly, I redesigned product imaging for the Pathwater bottles to create a more cohesive branding scheme and encourage social reposts.