Account Strategist:
Will Melton
Creative Director:
Nikki Peters
Client:
Richmond Water
Case Study: Building a New Brand and Driving Community Engagement
Background
The need:
At the start of this project, Richmond Water was just an idea. The Xponent21 worked collaboratively to develop the brand, creative assets, website, marketing plan, and go-to-market strategy.
Our objectives were to:
- Build a community-driven brand that reflects local values and a commitment to sustainability.
- Drive widespread adoption of refillable water bottles and reduce reliance on single-use plastics.
- Establish and promote Richmond Water’s sustainable hydration stations as a central solution for environmental impact.
Our Approach
Xponent21 implemented a comprehensive, AI-enhanced consulting strategy that combined market intelligence, community-driven engagement, and innovative brand storytelling to achieve the project's ambitious goals.
Since the concept was brand new, we adapted continuously based on marketplace feedback. At each stage, we utilized AI tools to analyze input, generate new ideas, and evolve the strategy. This led us to a critical and unexpected development: the introduction of refill stations. Not only did this create a new, more efficient revenue stream, but it also significantly amplified the sustainability impact, surpassing the original concept.
Strategic AI-Driven Consulting
- Conducted detailed market research and trend analysis to understand local hydration behaviors and uncover sustainability opportunities.
- Developed a data-informed business plan, balancing immediate wins with long-term strategic impact.
- Created a CMO chatbot to help identify brand alignment in the marketplace and later assist with content creation for social media.
Content Marketing & Storytelling
- Crafted a powerful brand narrative that positioned Richmond Water as more than just a product—emphasizing its role as a community movement with a mission of environmental stewardship.
- Developed engaging visual content and brand assets, creating a fun and inviting personality for the brand through physical and digital experiences.
- Produced educational materials, including a short documentary, articles, and social media content, to broaden awareness and inspire sustainable water habits across the community.
Community-Centric Brand Development
- Partnered with local influencers, artists, and media outlets to craft a brand identity that resonated with Richmond’s unique culture and values.
- Executed a targeted community engagement plan, participating in local events, collaborating with retailers, and building grassroots support for sustainable hydration.
- Collaborated with manufacturing partners to optimize both the refillable bottle design and the implementation of hydration stations.
The Results
- Hydration Stations: Successfully deployed 4 refill stations at dozens of events and 2 permanent venues, saving tens of thousands of single-use plastic bottles in just the first 6 months.
- Community Engagement: Grew Richmond Water’s social media following to over 2,000 in 18 months through authentic, targeted outreach efforts.
- Product Sales: Sold more than 15,000 refillable aluminum bottles during the same period, reinforcing both the brand's message and its market success.
- Environmental Impact: Our refill stations saved 30,800 plastic water bottles and 12.3 metric tons of CO2 in the first year of deployment.
Closing Reflections
Xponent21’s ability to merge strategic consulting, advanced AI tools, and community-focused solutions was crucial to Richmond Water’s success. This case study highlights our capacity to guide clients through complex market challenges, providing customized strategies that achieve both business success and meaningful social impact.
What's next? We are working behind the scenes to execute an ambitious plan to deploy 200 refill stations across the region over the next 2 years, continuing to lead Richmond toward a more sustainable future.
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