A Day in the Life of a Water Vendor

Nature’s Spring was caught in a public relations crisis when a video showing a street vendor allegedly refilling an empty bottle of the brand’s product became viral online and the subject of primetime newscasts of 24 Oras Weekend of GMA 7 and of Frontline Pilipinas of TV5. The incident also became the topic in two episodes of the hit public affairs program Bitag Live of media personality Ben Tulfo.
Nature’s Spring needed a way to (1) defend the dignity and honor of its independent and small-scale water vendors, (2) address the potential backlash to its public image, and (3) assure the Filipino public that the brand’s products continue to be safe, affordable, and fit for consumption.
Using the audience profile at hand, together with the success of past feature stories done by Nature’s Spring on its water vendors, it was hypothesized that the primary audience for this communications campaign would be best receptive to: (1) an original and fresh video content that is (2) published mainly on Facebook, which is (3) inspiring and (4) reflects the similarities to their own daily living situation
A Day in the Life of a Water Vendor – a documentary film designed specifically to address the public relations crisis – was the perfect vehicle for meeting the project objectives. It leverages the target audience’s idea of what sort of social media content is relevant to them. And the digital film is aligned with the brand’s history of telling the stories of its inspiring water vendors.