Building an Awareness Campaign: Do You Know Your H2O?
in Digital Marketing | by Emily Joseph
Let’s take a poll. How many of you have purchased bottled water in fear that your tap water wasn’t safe or good tasting? *Hand-raised* You aren’t alone—but any hesitations end today.
If you live in the Tampa Bay area, particularly anywhere in Hillsborough, Pinellas or Pasco counties, your tap water is not only safe to drink, but also tastes just as good as (if not better than) bottled water. This is all thanks to Tampa Bay Water. Tampa Bay Water supplies clean, safe drinking water to more than 2.4 million people through the member governments they serve. However, because there is a widespread misconception about the quality of drinking water, Tampa Bay Water partnered with Sparxoo to create an awareness campaign to increase the score of their public opinion survey.
Our expertise as an integrated digital marketing agency involves creating fluid, engaging campaigns for our clients. I spoke with Chelsea Roby, Account Manager, and Jacqui Sims, Studio Designer, to learn how the Sparxoo team fused Tampa Bay Water’s goals into a strategic yet eye-catching design.
EJ: What were the goals for this campaign?
CR: The perception of Tampa Bay Water is directly affected by a public opinion survey, which measures the public opinion of the quality and safety of tap water. Specifically, if the water is just as safe or better than bottled water. The overarching goal of the campaign is to increase the scores of the annual survey. We can accomplish this by educating consumers on the quality-standards and safety measures of their drinking water. We want them to understand that their tap water is safe to drink and it goes through a continual process of monitoring and testing.
An additional goal is to have all six member governments [who distribute the water to customers] engage in and spread campaign materials as well.
EJ: Focus groups played a role in the upfront campaign strategy. How did you incorporate that feedback?
CR: The feedback from the focus groups was key. There were four specific messaging takeaways: source of water, transparency of purification, credibility and technology used.
With that knowledge, we came up with two campaign directions. One was very tech-focused, one had more of a human element. We ended up doing a mesh of them and our campaign is titled: “Do You Know Your H2O?”
But overall, the biggest point of feedback was that cleaning the water is a complicated process to the outside eye. It became our job to simplify it as much as possible using clean, easy-to-understand animations, imagery and words. No technical jargon.
EJ: What assets did you create?
CR: We created a microsite, hero video, billboards and video vignettes for organic social media posts. We really wanted a holistic campaign so all of the assets to tie together and have a similar theme.
The billboards are directly educational with simple facts. The social posts and videos will ultimately link to the microsite, where users can learn with more. However, the hero of the microsite is a quiz. The quiz questions are related to the public opinion survey but we tweaked them to make it more fun and interactive.
EJ: Jacqui, what was your thought process behind design tonality?
JS: The goal was to simplify an otherwise complex process. To do that, we started by creating a color palette with shades of blue and white, which resemble clean, pure water. We then brought the design elements “back to basics” by using geometrics and complementary shapes to convey different water elements. For example, the “macaroni” shape is the starting point for a water droplet, groundwater, a river and a choppy wave.
EJ: Jacqui, what key aspects of design that are most proud of?
JS: I’m most proud that I was able to synthesize a very complex topic into an easy-to-understand and visually appealing design. It was a team effort to create copy and design that aligned with the client’s goals—all while keeping the user experience in mind.
EJ: What is the current status of the campaign?
CR: We launched September 20! Have you seen it?
EJ: I have—now I know my H2O.