TL;DR

• Eternal Water, a naturally sourced, high-end bottled-water brand sold only through retail, hired Ubiquitous to build awareness on TikTok and Instagram.
• The program reached 45.9 million views across 12 monthly waves, at a $6.24 blended CPM in 2025 against a sub-$10 goal.
• The engine: creators chosen by human taste for a precise wellness aesthetic, then re-contracted wave after wave as ambassadors.
• The proof: with no way to track a direct sale, Eternal Water still reported significant year-over-year revenue growth it credited to the influencer marketing program.

Eternal Water sells naturally sourced bottled water through retail shelves, gas stations, and convenience stores, with no direct-to-consumer storefront to track a sale. The brand hired Ubiquitous to build awareness on TikTok and Instagram, and to do it efficiently, holding a blended CPM under $10 while reaching an audience that felt premium and not just generic.

Over twelve monthly waves, the program reached 45.9 million views, and in its 2025 run it delivered that scale at a $6.24 blended CPM, roughly 38% under the brand's target. The story of how it got there is less about reach than about judgment: which creators carried the right wellness aesthetic, and why a person, not an algorithm, still has to make that call. What follows is the challenge Eternal Water faced, the strategy Ubiquitous built around it, and the results that strategy produced.

Most brands that run influencer can at least watch their checkout. Eternal Water could not. They sell exclusively through retail, big chain stores, gas stations, and convenience aisles, with no direct-to-consumer site and no way to tie a post to a purchase. Any measure of success had to live upstream in awareness and efficiency rather than tracked conversions.

The brand set its KPI accordingly: a blended CPM under $10, optimized purely for reach. The closest thing to a conversion signal was a store-locator tool on its site, where a shopper could enter a zip code to find Eternal Water nearby, so creator links pointed there, but the primary goal was crystal clear: build as much awareness as possible while keeping CPM under $10.

Eternal Water also wanted to change how it was perceived. A bottled-water brand obviously has about the largest TAM possible (everyone drinks water), but the company wanted to be lean harder into a brand identity they had been developing as a premium wellness product: naturally sourced, with naturally occurring electrolytes and minerals, and no ingredients label because there is nothing in it but water. The target aesthetic was specific, elevated, and clean.

Their influencer experience was thin. The only program Eternal Water had run prior to working with Ubiquitous was a gifting program, sending free product to creators they liked and hoping they posted, handled by a separate agency. They had never built a real paid program: sourcing a roster, negotiating rates, contracting creators, and running them on a recurring schedule.

That gap is what brought Eternal Water to Ubiquitous. The brand needed a partner who could translate an aesthetic and a broad goal (max awareness under a $10 CPM) into a repeatable casting standard, then build a channel around it that could prove its worth on reach and CPM alone.

Ubiquitous ran Eternal Water as a standing program, not a one-off push. The engagement spanned roughly twelve monthly waves from April 2025 through March 2026 (at which point Eternal Water decided that they believed in the channel so much that they were ready to invest in building their own in-house influencer marketing team). The 2025 portion alone activated about 47 unique creators, 15 of them repeat partners, across 113 posts on TikTok and Instagram. Three further waves ran into early 2026.

Budget split roughly 80/20 between creator content and paid amplification. The paid side was not an afterthought. Ubiquitous boosted top-performing organic posts and ran them as Spark Ads, extending the best creative to new audiences at CPMs between $2 and $5. The strongest videos doubled as evergreen assets the brand could keep using.

Two operational details kept the program efficient. The client trusted the team's judgment and rarely asked for revisions, which kept creators briefed loosely enough to stay authentic. And Ubiquitous's negotiating leverage mattered: when Eternal Water collected creator rates directly, the quotes came back high, and the same creators routed through Ubiquitous were negotiated down by 70% to 80%.

The program reached 45.9 million views across its twelve waves. In the 2025 run, it delivered that scale at a $6.24 blended CPM against a target under $10, beating the goal by roughly 38%, and individual waves came in under $3.

45.9M views across 12 waves. A $6.24 blended CPM in 2025, about 38% under the sub-$10 goal.

Engagement tracked the scale: 225,111 total engagements across the full campaign, including 197,954 in the 2025 program at a 0.63% average engagement rate. Two patterns explain the efficiency. Repeat creators produced the highest reach and the lowest CPMs, with engagement rates consistently above 3%. And concentration did the heavy lifting, since about 20% of creators drove more than 60% of total engagements, which is exactly why the ambassador model paid off.

The standouts came from the creative bets. The comedy couple known as Ro and J became the best performers of the entire relationship, with roughly 3.8 million views and a 2.71% engagement rate across their content. Fitness creator Tiffany Henriques reached about 2.4 million views, and a single "day in my life" piece from Hailey Ra pulled roughly 1.7 million.

The qualitative result mattered as much as the numbers. The client was, in Ubiquitous Account Manager Bree Mitchell's word, "ecstatic," and stayed focused squarely on impressions and CPM. Eternal Water also reported significant year-over-year revenue growth after the program began, which it credited to the work, though it asked us not to disclose the figure. Tahne Davis, the brand's VP of Marketing, summed up the partnership:

"Ubiquitous's strong team is an expert in each channel, from project management to selecting influencers to activating a paid ad campaign."