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How do you build an audience that wants to buy bottled water… from Mexico? That was the challenge that Giovanni Gallucci was faced with when building a digital strategy around his client Topo Chico’s effervescent bottled mineral water. Answer: strike the right balance between internally produced and user-generated content of visually-pleasing photos and emotion-invoking stories on social media. Giovanni Gallucci will show attendees how to focus on social media platforms that are continuously increasing in B2C engagement like Facebook, Instagram, Pinterest, SnapChat and Twitter to successfully contribute to and increase fan-driven brand advocacy.