A hand reaches toward a white SodaStream fizzing a "sodastream" bottle beside an iced, garnished drink on a counter
Submitted by WE ARE KOMODO

SodaStream Mix Machine Campaign

WE ARE KOMODO ran a phased micro to macro creator campaign for SodaStream's Mix machine into Black Friday, reporting 15.5K Conversions from creator-led content.

15.5Kconversions
641Kengagements
4.2M+impressions
31social posts

Case in 60 seconds

SodaStream needed to be understood as more than a sparkling water brand and to introduce the Mix machine as a first-of-its-kind product, in a pre-Black Friday window where attention is high but conversion is harder to win.

The campaign appears to turn on the idea that versatility is not believed when it is claimed, because a machine sold on multiple beverage use cases only becomes relatable once separate creators are seen making different drinks with it.

Build consideration by demonstrating the Mix machine across a spread of beverage use cases through creators, so that repositioning happens through what the product is shown doing rather than through a product claim.

Komodo ran a phased creator campaign of 4-6 weeks building into Black Friday, partnering with micro to macro influencers who showed the Mix machine across multiple beverage use cases, each equipped with a unique discount code, supported by organic and paid amplification across 31 Social Posts.

Komodo reports 4.2M+ Impressions, 641K Engagements and 15.5K Conversions from 31 Social Posts, with the conversions described on the page as over 15.5K tracked link clicks.

Strategy Breakdown

SodaStream was fixed in consumer perception as a sparkling water brand, so the Mix machine had to be introduced as a new kind of product while the parent brand's existing association worked against the wider use-case story.
The Mix machine was positioned as the versatile centre of several beverage occasions rather than a single-purpose device, which is what the multi-use-case creator content was built to make legible.
Based on the available evidence, the campaign reads as accepting that pre-Black Friday attention does not convert on its own, so each creator carried a discount code to give high-intent viewers an immediate reason to act.

Creative & Execution System

Assets & channels

  • social posts

Partners

  • WE ARE KOMODO

Participation mechanic

  • Audiences used unique creator discount codes and tracked links to move from creator content to purchase.

Creator role

  • micro to macro influencers

Results & Evidence

MetricValue
Conversions15.5K - Conversions
Engagements641K - Engagements
Impressions4.2M+ - Impressions
Social Posts31 - Social Posts
Tracked Link Clicksdriving high engagement alongside over 15.5K tracked link clicks

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