We were asked by industry body Water UK to help engage 1.2 million small and medium-sized businesses (SMBs) in England with the newly ‘opened-up’ competitive water market, which would enable them to shop around for the best water deal. The challenge lay in quickly developing a campaign that could reach a specific audience profile with a clear and compelling proposition, whilst maximising ROI.
We created a simple, but distinctive campaign look-and-feel, and used a combination of factual and motivational messaging to maximise cut-through. To ensure our campaign reached as many business owners and decision-makers as possible, we took a highly agile, innovative and targeted approach to online marketing, with a mix of specialised media channels such as Teads video, Radium One, Captify, LinkedIn and trade media sites.
The campaign, which ran across a ten-week period, outperformed its targets and exceeded industry benchmark performance metrics by reaching over 5.4 million potential decision-makers in the SMB sector. The exceptional reach of our benefits-driven creative helped to deliver impressive results, with nearly 120,000 businesses switching to a better water deal within the first year of the opening of the retail market, saving £8 million on their bills, and 540 million litres of water in the process.