The key objective was to foster a social dialogue around water conservation among customers in the Irvine Ranch Water District (IRWD) service area. Idea Hall aimed to support IRWD’s communication goals by developing a digital campaign to raise awareness about the current drought conditions and promote efficient water-saving activities. The campaign’s narrative was closely tied to the IRWD brand, emphasizing the importance of water conservation.
Leveraging the popular Wastey character created by Idea Hall during the previous #HowDoYouDrought campaign, our team crafted a six-week social media campaign for IRWD’s Facebook, Instagram, and Twitter platforms. The campaign featured engaging and educational content designed to inform and inspire customers to adopt water-saving habits. Creative content and Wastey’s sense of humor were utilized to effectively increase awareness and participation in water conservation efforts within the IRWD community.
High interaction and engagement on all platforms
+11,500% INCREASE IN IG REACH
+9,300% INCREASE IN IG PROFILE VISITS
+204.7 INCREASE IN FB REACH
+203.4% INCREASE IN TW PROFILE VISITS
941 ORGANIC SHARES
567.7K POST ENGAGEMENTS
2M VIDEO PLAYS
4.4M IMPRESSIONS
* #TurnOffWastey campaign ran on FB and IG Feb. 6 – Mar. 22, and on Twitter between Feb. 21 and Mar. 18
