High Water is a hard seltzer brand with a distinct vision in a saturated market: connecting its product to the ocean and days by the shore. We built a targeted micro-influencer campaign to place the brand alongside the right people in the right environments — coastal lifestyle enthusiasts, beachgoers, and water sports communities.
With detailed content briefs keeping every creator on-brand while preserving their authentic voice, 235 creators went live across social media, YouTube, and blogs. The campaign generated 1.2 million impressions and 12,000 engagements at a 1.01% engagement rate, with 532 pieces of content shared to a combined following of 8.8 million.
Beyond reach, the campaign delivered a library of authentic coastal content that High Water could repurpose across its own channels — reinforcing the brand identity at every touchpoint.
Matching Creators to a Place, Not Just a Product Category
A hard seltzer built around ocean and shoreline identity needed creators whose own content already lived in that setting — coastal lifestyle accounts, beachgoers, water sports communities — rather than a general drinks or lifestyle list. That selection criterion is about environment as much as audience: the same follower count means less if the account’s existing content has never shown a coastline.
Reading a Sub-1% Engagement Rate at This Scale
1.01% is a lower engagement rate than several other studies on this site report, but it sits against 235 creators live across social, YouTube and blogs producing 532 pieces of content and 1.2 million impressions — a scale most single-platform campaigns don’t reach, and rate naturally compresses as reach and creator count grow this large. The 12,000 engagements that rate represents are still a meaningful absolute number, and the page’s own framing — a reusable library of coastal content the brand could repurpose across its own channels — points to a value beyond the reach and engagement figures themselves, which this page does not convert into a sales claim.
