Campaign: Make Your Shower Count
Agency mix: Freshfly and Proper Villains
Duration: March - December 2016
On World Water Day, shower head maker Speakman launched a water conservation campaign, pledging to save 1 billion gallons of water in the U.S. in 2016.
Each year, World Water Day falls on March 22, and focuses attention on the importance of fresh water. The day is also used to advocate for the sustainable management of freshwater resources.
A water conservation campaign is fitting for Speakman, which has been operating for more than 140 years and was one of the first companies in its industry to introduce water-saving low-flow showerheads back in the 1960s.
Every year, Americans use around 1.2 trillion gallons of water on showers alone, with an average of 20 gallons per shower taken. By making the switch to a low-flow shower head, Speakman said consumers can reduce water waste by up to 20% per shower.
Saving one billion gallons of water in 2016 is an ambitious goal. To do this, the campaign team set out to reach a large audience of consumers in an effort to gain mass support for water conservation.
"The primary challenge that we needed to address in the planning stages was reaching a large enough group of consumers to accomplish our overall goal," said Kristin Barclay, VP of product and marketing at Speakman. "One way that we addressed this was to partner with like-minded organizations that shared a common goal of water quality and water conservation to help us amplify our message."
The campaign team formed partnerships with organizations including the Surfrider Foundation, Dogfish Head Brewery, and the Firefly Music Festival.
Speakman also wanted to spread the word about the campaign by creating engaging assets, particularly video content, to encourage sharing on social media.
To kick off the campaign, Speakman and its agency partners launched a microsite containing details on the pledge and partners, as well as a direct link to purchase the company's water-conserving Reaction shower head.
A dedicated hashtag, #EveryDropCounts, was also created to support each of the partner campaigns.
As part of Speakman’s collaboration with the Surfrider Foundation, consumers were encouraged to skip a shower in order to save water. Together, Speakman and the Surfrider Foundation raised $150,000 to protect clean water through this effort.
In partnership with Freshfly, a digital content production company, Speakman created a library of video content for the company's YouTube page. Many of the videos feature a Speakman spokesperson interviewing people on the street about water conservation.
Speakman is also providing an incentive for people to share the brand videos via Facebook. For each social share, Speakman will donate $1 to its nonprofit water conservation partners Surfrider and The Nature Conservancy Delaware. Through this effort, Speakman has pledged to donate up to $100,000.
Later this year, Speakman and Dogfish Head Brewery will ask consumers to #HaveaColdOne, and conserve energy by taking a cold shower instead of a hot shower. The brewer's branded hotel in Delaware, the Dogfish Inn, has switched its showers to the low-flow Speakman Reaction to save water year-round.
This June, Speakman and the Firefly Music Festival will spur the event’s attendees to save water by taking showers that are no longer than one song. The hashtag for that particular campaign will be #OneSongLong. Speakman will also be providing over 400 Reaction shower heads to the festival to decrease the event's eco-footprint.
Through this campaign, Speakman has already saved around 204 million gallons of water.
Speakman and the Surfrider Foundation raised $150,000 to protect clean water through combined efforts on World Water Day.
To date, the campaign has generated more than 7,000 direct visits to the Make Your Shower Count microsite.
The company has also made a splash on social media, with almost 350,000 impressions on Facebook and Twitter.
Speakman is planning to run this campaign through the end of 2016. If the company manages to meet its aim of saving 1 billion gallons of water, the goal may be increased next year.