Case studies

Waterdrop

Localising a Europe-based hydration brand for market entry in Japan

Problem

Following seven years of rapid expansion in Europe, the U.S., Australia, and most recently, Singapore, Waterdrop have set their eyes on Japan as their next destination in their mission to encourage everyone to Drink More Water.

With the soft launch in mind, alongside the Waterdrop team, we prioritised the localisation of the brand’s major digital touchpoint - its website and online shop - as well as prepared a host of other strategic deliverables.

Approach

We developed a content strategy to support and accelerate the growth of the Waterdrop business in Japan, with a focus on localising the brand’s value proposition for the Japanese market and setting a solid foundation for its future promotions.

With the soft launch in mind, alongside the Waterdrop team, we prioritized the localization of the brand’s major digital touchpoint - its website and online shop - as well as prepared a host of other strategic deliverables to be implemented at the brand’s leisure.

Our approach included:

Identifying target consumer segments among sustainability-conscious Japanese users through quantitative data analysis
Designing Waterdrop’s messaging architecture and tone of voice
Transcreating web content for the localized Japan website
Identifying SEM and SEO keywords aligned with user behavior cues to leverage in content development
Identifying focused topics and contexts tailored to Japanese users with heightened sustainability awareness
Creating a bilingual press release for launch
Compiling an optimized list of local influencers for future collaborations
Defining an event strategy for future launch event

Our approach included:

Identifying target consumer segments among sustainability-conscious Japanese users through quantitative data analysis
Designing Waterdrop’s messaging architecture and tone of voice
Transcreating web content for the localized Japan website
Identifying SEM and SEO keywords aligned with user behavior cues to leverage in content development
Identifying focused topics and contexts tailored to Japanese users with heightened sustainability awareness
Creating a bilingual press release for launch
Compiling an optimized list of local influencers for future collaborations
Defining an event strategy for future launch event

Outcomes

Waterdrop have successfully launched in the Japanese market and are looking to grow their presence further in the coming years.

Waterdrop have now successfully soft-launched in the Japanese market, exceeding their ambitious sales
target for phase 1
e-commerce orders.

Localised content on their Japanese website reflect intensive discussions between the Waterdrop team and Fabric Content Designers to capture the essence of the brand throughout key storytelling touchpoints.

This builds on work previously completed by our strategists around the messaging architecture, and establishes a foundation for the future growth of Waterdrop.