How South East Water used hyper-local digital content to drive engagement
Overview
To support its ongoing mission of ensuring enough water for trees, plants and wildlife to thrive, South East Water launched a digitally driven, multi-channel campaign in Kent and Surrey. The initiative used a combination of sponsored content, local posts and paid campaigns to consistently promote water conservation messages across a highly targeted audience.
Working with Reach and its hyper-local community platform InYourArea, South East Water employed postcode-level targeting using first-party data to ensure maximum relevance. Campaign assets included digital display ads on Kent Live and locally relevant storytelling to deepen community resonance. This approach reduced wastage, improved engagement and allowed for more emotionally compelling messaging tailored to local audiences.
Storytelling on a local level played a pivotal role in this campaign. It allowed South East Water to connect with its audience more personally and emotionally by weaving narratives that reflect local experiences and challenges.
Killer stats
“Using a mix of sponsored content, InYourArea posts and boosting campaigns across social media and the Reach network, we’ve seen positive responses to customers in these campaigns.”
Rob Crumbie, Head of Communications, South East Water
Results
Two campaigns were delivered in partnership with Reach: one focused on improving customer satisfaction by telling behind-the-scenes stories about water provision; the other aimed to reduce consumption during the summer. Both campaigns were regionally targeted and helped South East Water reach the right people at the right time. The campaign delivered measurable improvements in customer satisfaction and helped the brand maintain consistent supply levels during peak demand periods.
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