An integrated campaign to save water in the summer
Yorkshire Water was looking for a campaign to help educate customers about how to reduce their water usage, and to explain why this is essential, especially during warmer summer months.
The campaign needed to span a two-month period, and we therefore needed to ensure that content could be kept fresh, engaging and relevant, during this time.
Create:
As the aim was to educate the public, we wanted to create a campaign that would create actionable tips for Yorkshire homeowners.
Public sector organisations play a key role in providing services that are considered essential for the well-being of society – so reputation is key. Our campaign not only needed to maintain a strong public image, but educate audiences on the benefits of reducing water consumption.
Our recommended strategy was to launch a PR and social media campaign to inspire the Yorkshire public to make a change, but would also drive engagements on social media.
With the increased cost of living, the Yorkshire public were looking for new and easy ways to cut costs on their bills – including water. With the help of Yorkshire influencers, we proposed that Yorkshire Water unveils clever water hacks that will help to save money, and also help stop unnecessary water wastage.
Engage:
To ensure our content was relevant we used social listening to capture all “public” conversations happening around “saving water”. From this, we evaluated the keywords, number of conversations and how this has changed over the last 12 months to guide our content.
In addition, to reach Yorkshire homeowners, we took an integrated approach to educate and inspire our audiences – consisting of:
- Influencer marketing – we partnered with a number of Yorkshire influencers (@fallenforfinnandbelle, @laura.and.hallie, @gem_turner) to commission videos sharing the ways they save water around their home
- Public relations – we drafted a ‘listicle’ feature, with Yorkshire Water’s top 9 tips to save water in your kitchen, bathroom and garden
- Case studies – using our influencer partnerships, we drafted a written case study feature, detailing their top tips
- Social media – we developed a social media content plan to span Instagram, Facebook, Twitter and TikTok, complete with designed assets for each channel made by our in-house creative team
@yorkshirewater How to save water this summer ☀️💧 Take a look at some water saving tips for your bathroom! #UseLess #SaveMore #YorkshireWater #savewater #watersaving ♬ original sound – Yorkshire Water
Convert:
Our data-driven and creative approach were highly successful, creating the following results:
- 31M reach from PR and social activity
- Stand-out coverage from MSN, YorkshireLive, Harrogate Advisor – including direct links through digital PR activity
