We set out to achieve brand awareness in the D.C. community and to educate the public about DC Water’s commitment to water safety, while engaging customers with enhanced experiences across multiple online channels.With the development of the Hydrate DC launch campaign video and a well-designed digital hub, we tracked website performance and customer user journeys from the campaign ads to the various pages. The digital hub consisted of an educational online resource inclusive of interactive quizzes, brand campaign assets and informational content. We set out to drive the local D.C. community to the hub and engage them with valuable resources on the importance of investing in a modernized infrastructure. All this led to optimize the campaign and make more informed, data-driven recommendations moving forward.
As the D.C. community came together to combat COVID-19, DC Water sought to ensure that customers and water safety were the utility’s top priority. Luckily, the utility company was well positioned to communicate critical information about the way water can help keep customers keep safe during the pandemic. Instead of pausing the campaign like many other brands did during this time, DC Water adjusted Hydrate DC creative messaging. That strategy helped to keep the water utility and the importance of a modernized water infrastructure top-of-mind among customers during the global health pandemic.