Media campaign flourishes thanks to Scottish PR experts
MAKING gardens green while keeping water usage low can be a challenge for even the most green-fingered gardeners.
As part of Scottish Water’s Your Water Your Life campaign, which aims to encourage people how to be more mindful of one of Scotland’s greatest resources, our tap water, we are always on the lookout for new partners to work with to share our message.
Who better to give eager gardeners advice than an expert with a 70 acre garden? We reached out to Royal Botanic Garden Edinburgh (RBGE) to see if they would join the wave in supporting Scottish Water’s work to remind homeowners of ways to be more environmentally-friendly when it comes to gardening.
Some highlights included:
- Specialist gardening coverage, including a feature on Local Gardener
- Local and regional coverage in North Edinburgh News, The Highland Times, and Edinburgh Reporter
- Social media coverage reaching 66,000 users
RBGE was delighted to join the wave, and worked with us to craft a press release with tips from top gardener Kirsty Wilson, of BBC Beechgrove fame.
Our press release planning also sparked an idea for Scottish Water to work with RBGE and film a short video for social media with Kirsty, which gathered over 4,300 views on Facebook alone!
This integrated campaign showcases the importance of utilising PR, Social and Video to achieve impactful successes for our client.
Our client’s messages were amplified across several platforms in three different formats. The use of these various platforms helped bring a well-crafted and creative story to the forefront of the Scottish public, in a way that would best resonate with them.
The tips included:
- Training your plants to drink less water by giving them less
- Swap hoses for watering cans
- Avoid watering your lawns and grass
- Install a water butt to collect rainwater
The full release can be read here.
Scottish Water’s Your Water Your Life campaign aims to encourage people to top up from the tap to benefit the planet, their health and their pocket – to celebrate our precious, natural resource.
Spotting an interesting news hook and coming up with a creative campaign helps to encourage the Scottish public to think differently about Scotland’s greatest natural resource: its tap water. This kind of coverage puts Scottish Water in a new light in front of a different audience (gardening experts and enthusiasts!)
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