Campaign strategy, partner & influencer engagement strategies
Make Water Work is delivered through Okanagan WaterWise, the public outreach and education program of the Okanagan Basin Water Board. MWW has largely been a public awareness and education campaign that promotes water-efficient outdoor watering and landscaping behaviours and attempts to engage residents and encourage participation through a community pledge registration activity.
The Challenge
Our team at Habit lead the development of a campaign strategy and plan, focused on influencing and changing water consumption behaviours in the Okanagan. We were tasked with developing several interactive elements that could connect the audience to the cause and to the shared goal. The Make Water Work 2021 campaign combined creative methods with strategic research to effectively connect and engage with the Okanagan Basin community. We positioned the actions involved as critical to protecting water resources and developed content specifically engineered to trigger all of the possible motivating factors for the audience - the personal, environmental, communal and economic benefits of conserving outdoor water use.
Partner & Influencer Strategies
Along with a comprehensive digital and physical marketing campaign, we created partner and influencer strategies to support engagement. For partners interested in promoting the campaign, we created swag items to give away, including foam kneeboards for gardening, as well as buttons that the user could personally inscribe with their reason for making water work. We developed bookmarks and FAQ sheets as extra resources of information, as well as a digital social media asset kit to supply to influencers in the area. To increase engagement with their audience, MWW asked regular citizens to join the cause by pledging to reduce their own water waste. We created a series of social media graphics and videos, the ability to track engagement by community and announce a winner at the end.
