The water brand Owala, has different media operations for their products. One of their shared media entities includes an Instagram account. In the bio, they write “Water bottles designed exclusively for people who drink water. #owala owalalife.com. The content starts by promoting the new FreeSip Twist product. Find out about it in the CNN article and click here for in-store purchases.
Owala uses unique writing styles, tone, visuals, and purpose to create a persona. Some captions, start with a question about the water bottle and answer with information to give to the customers. In a recent post, they are promoting the Free Sip twist. Their tone is positive, exciting, and inviting. I chose these words because they introduced new cups and recipes. They further used fun emojis and words such as obsessed, legendary, brighter, and lucky to describe the way they feel about the water bottle. The Instagram page is presented with a lot of purpose. For example, they have Halloween, Valentine’s Day, and a giveaway post all in the appropriate time frame. They also create a sense of urgency to the post when promoting a new product by telling customers that it sells out fast. The aesthetic is very clean and professional looking. The content includes new promotional items, gift inspiration, and tips for products. The page engages customers by creating story polls, giveaways, asking questions, and using pop culture such as memes.
Their persona tells me that their target audience is most likely passionate, Gen Z, have a love for the outdoors, motivated, and young but it is ultimately for anyone who loves water. The page has an abundance of created content which includes videos, photos of different colors, water bottles, and giveaway boxes. Some room for improvement in the creative content could include more engagement from the audience, information, the history of the company, and references to other media. For the curated content the brand links to somebody’s social media post. They do link to other social media accounts for partnerships, giveaways and to tag creators. They can include more third-party content such as influences using their product, testimonials with customers, and sharing posts from other platforms. Overall, Owala’s Instagram page demonstrates a well-crafted persona that engages its target audience, while still having the potential for furthering audience engagement and the content.