For Thames Water, monitoring and maintaining water levels is a constant balancing act. Before Autumn 2019, the UK had seen reduced rainfall over the past three years. Reduced rainfall, coupled with the rise in population, if we continue to use water at the current rate there will not be enough water to go around in a little as 20 years. We need to get people to change their habits now.
Investigating people’s cues, we discovered something really simple -many customers found it difficult to visualise the volume of water they used daily.
As a low interest category with little brand affinity, we identified an opportunity to leverage the existing trusted relationships of a newsbrandand influencers with their readers/followers.
We changed the habits of 1.1m customers in response to the campaign.
- 10% visit uplift to the Water Efficiency calculator page
- 54,472 water saving device orders, saving over 618,000 litres per day.