Mediaplus secures global media brief for waterdrop

Mediaplus has been appointed as the international media agency partner for following a competitive pitch covering Germany, France, Austria and Belgium.

The partnership marks an expansion of the relationship between the two companies after Mediaplus supported waterdrop’s first major campaign in Germany in 2020 through its Mediateam360° agency.

Mediaplus leads international campaign rollout

Under the agreement, Mediaplus will oversee strategic media planning and buying across the four markets, while Mediateam360° will continue managing the German market.

The agency group said it will work with local Mediaplus teams in each country to adapt campaigns for regional audiences and cultural differences.

The collaboration launched with the “House of Hydration” campaign, which began on 20 May under the slogan Water. Drop. Enjoy!.

Campaign combines influencer and retail media activity

At the centre of the campaign is the “House of Hydration” in Mallorca, where influencers, community members and partners are participating in a series of brand-led experiences over several weeks.

The media strategy combines location-based targeting, out-of-home advertising and placements within sports and lifestyle environments. Retail media activity is also being used to increase visibility at the point of sale.

For the wider “Hydration Season” campaign, Mediaplus and waterdrop are focusing on channels including out-of-home, retail media, audio and connected TV.

Partnership builds on earlier German campaign

waterdrop said the campaign aims to expand the brand’s presence in urban environments and reach audiences during everyday activities throughout spring and summer.

Mark Henning, Global Commercial Senior Director, waterdrop: “From the very beginning, Mediaplus understood both our brand and its momentum. What impressed us most was the combination of international expertise and a strong understanding of each market’s cultural nuances and consumers.”

Aninka Vetter, Managing Director, Mediateam360°: “waterdrop is a modern lifestyle brand that connects authentically with people in their everyday lives. Our continued collaboration with the Mediaplus agencies internationally, following the successful product launch in Germany, reflects the mutual trust between our teams and our shared understanding of the brand, its audiences, and the markets.”

Digital activity excluding connected TV continues to be managed internally by waterdrop.

www.house-of-communication.com

www.waterdrop.com.au

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