Cirkul: Evaluating the Effectiveness of the "You Got Cirkul!" Campaign
ABOUT
This project analyzes the effectiveness of Cirkul’s "You Got Cirkul!" campaign, which leveraged a Super Bowl commercial, a 100,000-bottle giveaway, and celebrity endorsements to drive brand awareness and trial. Our team evaluated the campaign’s impact on consumer engagement, social media buzz, and long-term brand retention, identifying both its strengths and areas for improvement.
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Our research revealed that while the campaign successfully generated short-term excitement and trial, Cirkul faces strong competition from Gatorade GX, MiO, and Liquid IV. The Super Bowl ad and influencer partnerships boosted visibility, while the giveaway encouraged immediate participation through scarcity and reciprocity. However, the campaign lacked a clear retention strategy, raising concerns about customer conversion beyond initial product trial.
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To address this, we proposed strategic follow-up initiatives to sustain consumer engagement. These include targeted post-campaign promotions, a subscription model for flavor cartridges, and a loyalty program rewarding customers for recycling used "Sips." By strengthening retention efforts, Cirkul can convert one-time trial participants into long-term customers and maintain its competitive edge in the hydration market.
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This project highlights how high-visibility marketing campaigns can drive awareness but require strong retention strategies to ensure long-term brand success.