AQUA realised that if they wanted to help Indonesians stay hydrated, they'd have to make it an integral part of their daily habits. To help Indonesians adopt this healthy habit, they turned to Twitter to connect with them during the important moments of the day.
AQUA and Twitter collaborated to launch the 'Hydration Reminder Campaign,' with the hashtag #AQUADULU (Aqua First). The campaign centred on using Twitter's Branded Notifications to send out 'Hydration Reminders' twice a day, allowing AQUA to stay top-of-mind throughout Ramadan.
To generate excitement at the campaign's launch, AQUA kicked off with a Twitter Takeover on the first day of Ramadan, which maximised reach and impressions. Then, in the reveal phase, more Branded Notifications were sent, engaging and reminding people to drink water and stay healthy. Finally, support from influencers helped amplify the message in the campaign's reinforce phase.
Given the campaign's success during Ramadan, AQUA decided to extend the campaign to everyday life. They sent Hydration Reminders at breakfast time, after work, and so on, prompting Indonesians to keep drinking water throughout the day.