The #WorldWithoutWater campaign aimed to raise awareness about the water crisis and drive participation in the Design Impact Awards. However, the campaign faced several challenges. Managing over 65 creative assets across multiple platforms required extensive coordination, making execution complex. Additionally, text-heavy content reduced engagement in some cases, highlighting the need for more human-centric storytelling. While LinkedIn was used for awareness, its high cost-per-mille (CPM) made it less viable for direct conversions. Ensuring that audiences moved from awareness to action also posed a challenge, as engaging them in a structured funnel required precise targeting and retargeting strategies.
The Solution
To address these challenges, the campaign leveraged emotionally compelling visuals, such as striking imagery of drought-stricken landscapes and symbolic elements like a thumbprint tree, to create an emotional connection with the audience. A multi-channel strategy was implemented, ensuring reach across LinkedIn, Meta (Instagram & Facebook), WhatsApp, and email marketing. Timely moment marketing was used to capitalize on real-world events, such as the Bangalore floods, to enhance relevance and virality. Additionally, a structured conversion funnel was deployed, targeting engaged audiences, interest-based groups, and website visitors with participation-driven ads.
The Result
The campaign achieved significant digital engagement, reaching 2.2 million people and generating 2.3 million impressions. It recorded 12.6K interactions, 8.4K link clicks, and notable virality with 192 shares. Social media platforms saw remarkable growth, with Instagram gaining 617 new followers (a 4x growth rate) and LinkedIn adding 190 organic members. Participation metrics were also strong, with 1,302 sign-ups, 1,208 applications initiated, and 532 completed applications. Traffic insights revealed that direct traffic had the highest engagement, proving strong brand recall. Strategic retargeting and audience
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