Saratoga Spring Water
Capitalizing on Virality to Drive Retail Awareness with UGC
New Engen transformed an unplanned viral moment into a high-performing retail campaign, amplifying Saratoga’s presence at a major national retailer through creator-led content.
Saratoga Spring Water found itself at the center of an unexpected cultural moment when TikTok creator Ashton Hall featured the brand in a viral video without sponsorship. The content quickly snowballed across social platforms, generating widespread parodies, media attention, and approximately $1.8M in earned media value.
Recognizing the potential to extend the viral momentum into retail impact, Saratoga partnered with New Engen to quickly launch a creator-led campaign that captured the trend’s energy while aligning with a major national retail partner.
Immerse
Once engaged, New Engen’s Acorn Creator Suite and Donut Studios moved with urgency. Our first step was to fully understand the viral context and how it could translate into branded, retail-aligned content. We analyzed the original content’s tone, visual style, and audience reception, developing a clear brief to guide creative adaptations.
Simultaneously, we collaborated with Saratoga’s shopper marketing team to ensure the campaign not only leaned into the viral trend but also supported key retail goals. With a five-day window from kickoff to live content, immersion meant precision, speed, and strategic alignment.
Inspire
We leaned into a central cultural insight: audiences loved the quirky, omnipresent vibe of the original viral video. This insight informed our dual-track creative direction:
Max and Izzy starred in “Saratoga’s Watching Me” style videos where bottles of Saratoga® Sparkling Spring Water mysteriously appeared everywhere—in their homes, workouts, and desks—prompting humorous paranoia and surprise. The running theme: “Everywhere I go, Saratoga finds me.”
Stevie brought a twist: his video told a transformation story. Initially ignored, Stevie gains confidence—and attention—after dramatically sipping a bottle of Saratoga. The video humorously nods to “glow-up” culture with a viral-ready, platform-native tone.
This blend of relatability, absurdity, and authenticity created culturally resonant moments that extended the life of Saratoga’s viral fame.
Implement
We launched a quick-turn UGC campaign that was concepted, executed, and published in under five business days:
From kickoff to content deployment in five days, maximizing cultural relevance while momentum was high.
Activated 3 creators—Max, Izzy, and Stevie—to deliver unique interpretations of the viral trend, each reflecting their signature content style.
Ensured premium yet authentic content using Donut Studios’ vetted talent.
Optimized for top-of-funnel reach, with targeting that emphasized relevance for shoppers of sparkling water and premium beverages.
Integrated subtle nods to product availability at a major national retailer, reinforcing purchase intent and discovery.
Impact
Our nimble, creator-led strategy turned a fleeting viral moment into sustained brand impact. By swiftly aligning with cultural momentum and retail goals, we drove impressive engagement and reach.
Ocean Spray
