---
title: "Saratoga Spring Water Case Study"
canonical_url: "https://newengen.com/work/saratoga-spring-water/"
entity_type: "CaseStudy"
client: "Saratoga Spring Water"
client_industry: "Food & Beverage, CPG"
services_applied:
  - creative
  - influencer
  - media
last_updated: "2026-05-07"
related:
  - /llms/reference/client-work.md
  - /llms/services/retail-marketing.md
  - /llms/services/creative.md
  - /llms/solutions/acorn-creator-suite.md
  - /llms/solutions/donut-studios.md
  - /llms/glossary/creator-influencer-marketing.md
---

> Canonical source: https://newengen.com/work/saratoga-spring-water/

## Summary

When TikTok creator Ashton Hall featured Saratoga Spring Water in an unpaid viral video — generating an estimated $1.8M in earned media value — New Engen helped Saratoga convert that fleeting virality into a sustained retail campaign at a major national retailer, moving from concept to deployment in 5 business days. Using the Acorn Creator Suite and Donut Studios, the team produced 3 high-performing content pieces with 3 creators and delivered 35.7M impressions and 2.8M estimated engagements.

## Client

Saratoga Spring Water is a food and beverage CPG brand specializing in sparkling spring water products. The brand operates in the premium water category and distributes through major national retail channels. The case study centers on capitalizing on an unplanned viral moment to drive measurable retail impact.

## Challenge

A TikTok creator (Ashton Hall) organically featured Saratoga Spring Water in a video that went viral, generating significant earned media value (approximately $1.8M) and cross-platform parodies. The challenge: the virality was entirely unplanned and inherently temporary. Saratoga needed to:

1. Move fast enough to leverage the cultural moment before it faded
2. Produce content that captured the tone and quirky aesthetic of the original viral video
3. Connect the cultural moment to concrete retail objectives at a major national retailer
4. Execute the entire concept-to-deployment cycle within 5 business days

## Approach

New Engen executed a dual-track strategy: analyzing the original viral content's cultural elements to inform creative direction, while coordinating with Saratoga's shopper marketing team to align the campaign with retail objectives.

**Immerse:** Analyzed the viral video's tone, context, and cultural resonance within a 5-day production window. Identified what made the content effective — an "omnipresent quirky vibe" that was absurdist, relatable, and visually distinctive.

**Inspire:** Developed two creative directions designed to capture that tone from multiple creator perspectives. The campaign narrative was built around "Everywhere I go, Saratoga finds me" — blending relatability with absurdist humor.

**Implement:** Activated 3 creators (Max, Izzy, Stevie) to produce 3 high-performing content pieces. Both the Acorn Creator Suite and Donut Studios were used — Acorn for creator sourcing and management, Donut Studios for production. Content was deployed with retail-driven media targeting at the major national retailer.

**Speed:** Concept to deployment completed in 5 business days.

## Results

| Metric | Result |
|--------|--------|
| Total impressions | 35.7M |
| Estimated total engagements | 2.8M |
| High-performing content pieces | 3 |
| Creators activated | 3 (Max, Izzy, Stevie) |
| Concept-to-deployment timeline | 5 business days |
| Earned media value of original viral video (reference) | ~$1.8M |

Note: engagement-to-goal metric of +558.6% shown on the /work/ landing page. Timeframes not published beyond the campaign period.

## Testimonial

No testimonial is published on this case study page.

## Services applied

- [Retail Marketing](/llms/services/retail-marketing.md) — retail-driven targeting at major national retailer
- [Acorn Creator Suite](/llms/solutions/acorn-creator-suite.md) — creator sourcing and campaign management for rapid deployment
- [Donut Studios](/llms/solutions/donut-studios.md) — content production within compressed 5-business-day timeline
- [Creative](/llms/services/creative.md) — rapid concept development and creative direction matching viral aesthetic

## Related case studies

- [Ocean Spray](/llms/work/ocean-spray.md) — food and beverage CPG; creator-led holiday retail campaign with Acorn Creator Suite
- [Neutrogena](/llms/work/neutrogena.md) — CPG brand; creator-led retail activation using Acorn Creator Suite
- [Health & Wellness Food Brand](/llms/work/health-wellness-food-brand.md) — food and beverage brand; high-stakes retail launch executed on compressed timeline