Search Get in touch
Water UK

An agile digital marketing strategy to engage small businesses

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.