Santa Clara Valley Water Campaign

Challenge

Valley Water is responsible, in part, for securing, managing and delivering safe and reliable water supply to the region. The prospect for utilizing advanced purified water as a new, reliable, locally controlled water source that can augment drinking water supplies is exciting for a region that suffers frequent drought.

Past public opinion surveys conducted by Valley Water revealed overall support for potable reuse using purified water; however, certain groups such as people of color and women with children are less accepting of the concept.

PRxDigital was faced with bringing awareness and support for advanced purified water.

Strategies & Tactics

PRxDigital created a 2-month campaign, “Pure Water. Pure Life.”, a compelling digital and social media marketing campaign targeting multi-cultural audiences, to generate discussion and support for advanced purified water.
Working in cooperation with Valley Water, PRxDigital worked to effectively position the campaign messages with impactful creative and a consistent look and feel.
PRxDigital arranged interviews with 15 community leaders, recorded the sessions, and produced seven videos, four in English and one each in Chinese, Spanish, and Vietnamese.
The online display ads developed by PRxDigital for the campaign included stills from the videos showing community leaders who had provided testimonials. These innovative and eye-catching ads encouraged the audience to click on the ads. In addition, images of the community leaders were created for a series of posts that were shared on Valley Water’s social media accounts and by the community leaders themselves.
PRxDigital developed a comprehensive digital and social media marketing strategy that showcased the videos and other creative to effectively reach the target audiences.

Results

The testimonial videos were used as pre-roll ads (a video advertisement that automatically plays directly before a featured video) on YouTube and Facebook/Instagram.
Key performance indicators show that the campaign “Pure Water. Pure Life.” was successful in engaging the public and raising awareness of advanced purified water.
Visitors to the landing page increased by 573% during the first 10 days of the campaign. The number of visitors varied week by week afterward but was well above the usual number of visitors that the website typically received. More than a third of the people visiting during the duration of the campaign were going to the landing page.
Engagement on YouTube was the most significant with a total of 1,320,834 impressions on YouTube and 264,969 video views. Slightly more than one in four watched a video from start to finish. The Spanish language video outperformed all the other videos, not only in the number of views and clicks but in the length of time it was watched, indicating substantial penetration into the Spanish-speaking market.