Make Water Work Case Study

What We Did

Creative Campaign, Video Development, Marketing, Media Planning/Buying, Digital

The Client

The Okanagan Basin Water Board (OBWB), a key regional authority, is dedicated to protecting and managing water resources in the Okanagan Valley. Through its public outreach and education program, Okanagan WaterWise, the OBWB helps residents understand the importance of water conservation and protection. This program plays a central role in fostering responsible water use across the region. One of the standout initiatives of Okanagan WaterWise is Make Water Work (MWW), a campaign developed in partnership with local governments and utilities throughout the Okanagan. MWW focuses on promoting residential outdoor water conservation, addressing the second-largest water use in the valley. By engaging residents and encouraging water-efficient landscaping and irrigation practices, the initiative helps ensure sustainable water use in the face of increasing environmental pressures.

The Project

The Make Water Work (MWW) campaign is a targeted water conservation initiative designed to engage the Okanagan Basin community and promote more responsible outdoor water use. By combining creative outreach methods with strategic research, the campaign aims to influence positive changes in water consumption behaviours across the region.

We developed a comprehensive public outreach and engagement strategy for MWW to not only raise awareness about excessive outdoor water use but also encourage sustainable conservation practices. The campaign hinges on positioning these actions as essential to protecting the Okanagan Valley’s water resources while tapping into key motivating factors for the audience.

By identifying and addressing barriers to behaviour change, and highlighting the personal, environmental, communal, and economic benefits of efficient water use, the campaign will foster a deeper commitment to conservation.

Goal

This campaign aims to raise awareness about outdoor water conservation in the Okanagan Valley by encouraging homeowners to adopt water-efficient practices. The campaign seeks to overcome barriers to behaviour change, promote community engagement, and highlight the personal, environmental, and economic benefits of responsible water use. Ultimately, MWW strives to create a lasting impact on water-saving behaviours and protect the region's water resources.

Marketing and Media Planning

We employed a comprehensive marketing strategy to maximize visibility and engagement across various platforms. Our efforts included local TV and radio ads, social media campaigns, bus branding, billboards, giveaways, partner engagement kits, updated collateral, and website enhancements. The goal was to emphasize the individual’s role in water conservation, positioning them as the key player in "Making Water Work."

We communicated clear and simple messages, focusing on water-saving initiatives and how residents could easily contribute. By avoiding jargon and using engaging content, we ensured that our messaging was both accessible and impactful, driving a sense of urgency for action while fostering community-wide involvement in preserving Okanagan's water resources.

The Creative

The new creative blends photography with graphic illustrations, continuing the visual identity established in previous campaigns. The design incorporates plant tags to highlight drought-resistant plants or provide water-saving tips, reinforcing the MWW brand while elevating the campaign’s impact. By showcasing real landscapes alongside practical advice, the campaign addresses key water conservation concerns in the Okanagan and encourages residents to reflect on how their water habits affect the community and environment.

Video Development

To amplify the impact of the MWW 2024 campaign, we introduced a dynamic video strategy aimed at engaging diverse audiences through compelling visuals and narratives. Video content is a powerful tool for driving attention and engagement, making it an ideal medium to bring the campaign's messaging to life.

We produced three videos featuring influencer engagement and interactive content. The first video used a "man on the street" format with a popular local voice to quiz people on their water-wise knowledge in a fun, lighthearted way while educating them about outdoor water conservation. The second video took an interview-style approach, visiting a local Okanagan garden to dispel myths about xeriscaping and inspire viewers to adopt water-efficient landscaping. Lastly, a call-to-action video featured influential Okanagan personalities reinforcing the campaign’s key messages and encouraging residents to embrace more sustainable water habits.

Check out the campaign video here.

Digital

The digital component of the campaign focused on raising awareness and educating Okanagan Basin residents about responsible water use and drought resilience. Through a mix of online ads, social media, display ads, and retargeting, we strategically reached targeted audiences based on specific locations. This digital approach ensured widespread visibility while engaging the community with key water-saving messages and promoting sustainable outdoor water practices.

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The Results

The 2024 Make Water Work campaign delivered impressive outcomes, with 1,174,944 digital impressions and 5,686 click throughs, resulting in 323 conversions across multiple types. The campaign website saw 14,778 total visits - a 497% increase from the previous year—along with 11,907 unique visitors. Additionally, 318 residents made water-saving pledges. These results reflect the campaign's success in raising awareness, driving engagement, and fostering community participation in responsible water use.

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Creative

Marketing

Web

Video