Give Water A Break | Case Study

HOUSTON PUBLIC WORKS

Give Water a Break

The Versa Creative team conceived, produced, and executed a campaign in both Spanish and English for the City of Houston’s Public Works Department in anticipation of a stage-one drought occurring over the summer of 2022. This campaign included YouTube bumper ads, social media content, radio spots, and Hulu commercials, in addition to assets for general water conservation and winter advisories.

Houston, give water a break

The City of Houston Public Works Department is a government agency responsible for planning, operating, and maintaining public infrastructure, including the city’s streets and drainage, production and distribution of water, collection and treatment of wastewater, and more. With over 671 miles in their jurisdiction and 2.3 million people served, Houston Public Works represents one of our broadest target audiences to date.

It’s Not Y’all, It’s Water

Versa’s water conservation campaign began with agency-wide brainstorming sessions about potential taglines and campaign strategies before landing on “Give Water a Break.” The team’s previous work with the Department on their “Protect our Pipes” campaign gave us unique insight and a steady springboard from which to launch campaign assets. Initial assets for the campaign included social media ads incorporating satirical imagery and taglines depicting wasteful water usage.

Houston, Dale un Descanso al Agua

The Department sought to develop water conservation content for use beyond the drought. The Versa team created a series of general water conservation advisory videos, radio scripts, and traditional media assets, such as tri-folds and brochures, for distribution within the government and amongst Houston businesses. These assets were developed in both English and Spanish to account for the campaign’s diverse target audience.

Results

This campaign resulted in 79.5K Hulu ad impressions, 1.3M total radio campaign impressions, 24.5K total clicks on our PPC campaign, and 496K PPC campaign impressions. The campaign assets were seen and heard on Interactive Kiosk Experiences (IKE Smart City), digital billboards, TVs, phones, and radios around Houston.