Phase 1: Brand Foundation and Story Direction (First 3 Months)

Goal: Establish a clear and cohesive storytelling style that communicates Open Waters mission to eliminate single use plastic water bottles.

• Define the brand tone and visual language across social channels

• Build a storytelling framework centered on purpose and people: highlighting athletes, ocean advocates, and those whose lives are connected to the sea

• Develop a content rhythm of 3 posts per week mixing cinematic storytelling, lifestyle visuals, and engaging UGC style content

• Introduce educational yet digestible storytelling on topics like ocean conservation, sustainable hydration choices, and the impact of plastic pollution

Phase 2: Community Growth and Organic Engagement (Months 4 to 6)

Goal: Build a loyal and engaged community around the Open Water lifestyle.

• Focus on organic reach and storytelling within ocean, surf, and outdoor communities

• Integrate UGC and community highlights (athletes, sailors, divers, creators, environmental advocates)

• Launch a recurring docu series surrounding ocean conservation, adventure, and intentional living

  • Example: Stories From the Water — mini profiles of people who live in the water world and intentionally choose plastic free

• Create short educational reels about plastic waste, ocean impact, and sustainable swaps

Phase 3: Story Expansion and Cultural Integration (Months 7 to 12)

Goal: Deepen Open Waters presence as a culture led ocean care brand.

• Craft seasonal story campaigns tied to larger environmental movements

• Collaborate with creators, athletes, and ocean activists (surf, sailing, diving)

• Create short form mini docs highlighting expeditions, ocean protection efforts, and brand milestones

• Explore partnerships and community activations that align with the cause (cleanups, events, nonprofits)

Content Strategy and Cadence

Content Pillars

• Adventure and Ocean Culture — surf, sailing, diving, cold water, travel

• People and Stories — athletes, advocates, creators who embody the brand

• Education and Impact — clear simple storytelling about ocean pollution and sustainable choices

• Product in the Real World — Open Water as the obvious grab and go for conscious consumers

• Community and Collaboration — events, creators, initiatives aligned with plastic free living

Posting Cadence

• 3 posts per week across Instagram and TikTok

  • 1 lifestyle or story video

  • 1 educational or sustainability focused post

  • 1 community or UGC repost

• Monthly theme tied to a narrative or seasonal cause

Visual Direction

• Natural light, oceanic tones, clean modern aesthetic

• Mix of handheld raw moments and polished storytelling pieces

• Consistent typography and brand elements for recognition

The Outcome

By leading with story, Open Water becomes more than a water brand. It becomes a cultural symbol of ocean care and modern sustainability. Through authentic storytelling, consistent posting, and community led content, we position Open Water as the brand for people who care about the ocean and want to take small actions that actually make a difference.