Save water campaign with Vitens
assignment_
Vitens is the largest drinking water company in the Netherlands, responsible for supplying drinking water to about 6 million people and businesses in the provinces of Friesland, Gelderland, Flevoland, Utrecht and Overijssel, plus parts of Drenthe and North Holland.
Vitens developed a 'water saving package' full of tips and materials. With activating content, the drinking water company wanted to encourage educational institutions to use water more economically. Voxx's assignment was clear: devise an approach that enables Vitens to reach the right people in schools, inform them and spur them into action: ordering a package. And that within a tight timeframe, with a limited campaign budget.
We developed a campaign strategy for Vitens around drinking water conservation, targeting higher education institutions. This proved a difficult target group to reach without existing contacts or mailing list. With a smart combination of storytelling, LinkedIn campaigns and personal follow-up, we ensured visibility and results. A successful case on behavioural change, audience targeting and building a campaign from scratch.
"What we found very strong was the combination of strategy, creation and direct follow-up. The approach with pilots, content and a one-line call campaign made all the difference. And we now have good visibility of a target group we hardly reached before."
Meis ten Westenend (Policy advisor Customer Interaction & Service, Vitens)
The strategy: good example follows good practice
peer to peer strategy
From a target group survey, we set up the campaign strategy. We devised a peer-to-peer campaign based on the target-group peers who had previously participated in pilots. Their stories formed the basis for showing their 'peers' in other educational institutions what results are possible with Vitens' drinking water saving package.
Via the campaign page on the Vitens website, the peers' stories were rolled out through interviews. We also deployed visibility through paid LinkedIn campaigns, targeting facility managers, sustainability coordinators and site managers. In a short time, we built a target list of 340 relevant contacts.
use of recognisable examples and visual content
We developed attractive visuals and campaign materials. Not only were the beautiful materials from the water-saving package deployed, peers also became important faces of the campaign. This created credibility, recognition and high click-through rates.
personal follow-up via a call campaign
Despite a press release, website and online campaigns, not all educational institutions ordered a water-saving kit within 3 months. Therefore, we decided op based on data from the campaigns to also make targeted calls.
No cold callingbut warm follow-up with interested parties. The combination of content and direct contact proved fruitful. It not only resulted in a purchase of additional packages but also gave a lot of insight into the target groups and their questions or preferences. This information can be put to good use by Vitens in other campaigns.
"It was a pleasure how Voxx took us through the campaign. They relieved us completely, shifted gears quickly and always thought three steps ahead. We not only got a great result, but also experienced whether we can use this kind of campaign for other target groups."
- Dorien de Vries (Senior Advisor Communications, Vitens)
from reach to action
- 3600+ unique people reached, of which 340 were very specific targeted
- CTR of 1.5%, well above LinkedIn benchmark
- 13 institutions ordered a total of 18 packages, including Utrecht University, Wageningen UR and Saxion
- Concrete insights into behaviour, objections and timing by target group
A proven approach for future campaigns towards other sectors
Also working on behavioural change or target group activation?
Whether you work for a government agency, drinking water company or civil society organisation: Voxx will help you from target group insight to conversion. With smart strategy, sharp content and visible impact.
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