DIGITAL & SOCIAL

MEDIA MARKETING
MKT512

By Nikhil Khajuria (12222889)

DEPARTMENT OF BACHELOR OF BUSINESS ADMINISTRATION

LOVELY PROFESSIONAL UNIVERSITY
PHAGWARA, JALANDHAR, PUNJAB
 Abstract:

The water-saving campaign on Instagram aimed to raise awareness about water

conservation, promote sustainable practices, and encourage followers to take action to
reduce water wastage. Through a strategic social media campaign, we aimed to
engage our audience, provide valuable information, and inspire behavior change
toward water conservation.

Introduction:
Water scarcity is a pressing global issue, with many regions facing water shortages
due to climate change, population growth, and inefficient water usage. Our campaign
on Instagram sought to address this issue by leveraging the platform's reach and
engagement to educate and motivate individuals to conserve water in their daily lives.

Social Media used - Instagram

https://www.instagram.com/earthsaviours2024/?
igsh=MXV0aGd4aWhqYTYzOA%3D%3D&utm_source=qr

Name of the Page - “earthsaviours2024”

Campaign Goal & Target Audience:

SMART Goal:

- Specific:
Increase awareness about water conservation and reduce water wastage by 15%
among our Instagram followers in 2 weeks.

- Measurable: Measure the reduction in water usage through surveys and feedback
from followers.

- Achievable: Through targeted messaging and engagement strategies, a 15%

reduction in water wastage is achievable.

- Relevant: The campaign is relevant to our target audience's interests in sustainability

and environmental conservation.

- Time-Bound: The goal is to achieve a 15% reduction in water wastage within three
months of the campaign launch.

Target Audience:

Our target audience includes environmentally conscious individuals,

homeowners, and community members aged 18-45, primarily located in urban
areas where water conservation is crucial.

Social Media Campaign Strategy:

1. Educational Content Series:

- Share informative posts, infographics, and videos about water-saving tips,

efficient water usage, and the importance of conserving water.
- Use engaging captions and visuals to capture followers' attention and convey
key messages effectively.

2. Interactive Challenges:
 - Launch weekly water-saving challenges, such as shorter showers, fixing leaks,
or collecting rainwater, and encourage followers to participate.
- Utilize Instagram Stories polls, quizzes, and interactive stickers to increase
engagement and track participation.

3. User-Generated Content (UGC):

- Encourage followers to share their water-saving efforts by using a campaign-

specific hashtag (#SaveWaterChallenge) and tagging our Instagram account.
- Showcase UGC on our profile to amplify the message and inspire others to
join the movement.

4. Influencer Partnerships:

- Collaborate with environmental influencers and sustainability advocates to

amplify the campaign's reach and credibility.

- Invite influencers to share their water-saving tips and participate in campaign

activities, such as hosting Instagram Live sessions or creating sponsored posts.

Campaign Engagement & Measurement:

Engagement Metrics:

- Likes, Comments, Shares: Measure the engagement levels on campaign posts to

gauge audience interest and interaction.

Link -

https://www.instagram.com/p/C6HabE-S-BW/?utm_source=ig_web_copy_link

https://www.instagram.com/p/C6HahkSSCEQ/?utm_source=ig_web_copy_link

https://www.instagram.com/p/C6HZK02Safq/?utm_source=ig_web_copy_link

https://www.instagram.com/p/C6HZ1WQySOD/?utm_source=ig_web_copy_link

- Reach and Impressions: Track the number of users who have viewed our
campaign content to assess its visibility and impact.
- Hashtag Usage: Monitoring the usage of our campaign hashtag
(#SaveWaterChallenge) to evaluate participation and community engagement.

For instance -

Don't let water run when it can quench someone's thirst. 💦 Let's make a splash
by conserving water and creating a sustainable tomorrow! 🌊 #SaveWater #Act

It's time to break the cycle of waste and embrace a culture of conservation. 💧
Together, we can ensure a sustainable future for all! #SaveWater #GreenLiving

Our actions today will shape the world of tomorrow. Let's choose to #SaveWater
and leave a legacy of stewardship for future generations. 🌎💙

Measurement of Water Savings:

- Conduct surveys before and after the campaign to assess changes in water
usage behaviors among followers.

- Analyze water bills and consumption data to quantify the reduction in water
usage attributed to the campaign.

1. Measurement of Water Savings:

 ● Survey Results: Conducting surveys before and after the campaign
allows us to assess changes in water usage behaviors among our
followers. By comparing survey responses, we can determine the
effectiveness of our campaign in raising awareness and motivating
behavior change. A decrease in the percentage of respondents admitting
to long showers or other water-wasting habits indicates a positive shift
in attitudes and behaviors towards water conservation.

● Water Bills Analysis: Analyzing water bills and consumption data

enables us to quantify the reduction in water usage attributed to the
campaign. By comparing water consumption before and after the
campaign period, we can calculate the actual water savings achieved as
a result of our efforts. A significant decrease in water consumption
suggests that our campaign has successfully influenced real-world
behavior change and contributed to water conservation efforts in our

community.

2. Overall Analysis & Evaluation:

● Effectiveness of Content: By analyzing engagement metrics, we can

identify which types of content resonated most with our audience and
drove the highest levels of engagement. This information allows us to
refine our content strategy and create more impactful and engaging
campaigns in the future.

● Impact on Behavior Change: The measurement of water savings through

surveys and data analysis provides concrete evidence of the campaign's
effectiveness in motivating behavior change. Positive changes in water
usage behaviors indicate that our campaign has successfully raised
awareness and inspired action among our audience, contributing to
tangible results in water conservation.
 ● Community Engagement: Monitoring hashtag usage and community
participation helps us assess the overall engagement and reach of our
campaign within the Instagram community. Active involvement from
our audience demonstrates the campaign's success in mobilizing
individuals to take part in the water-saving initiative and spread
awareness to a wider audience.
3. Future Recommendations:

● Content Optimization: Based on the analysis of engagement metrics,

we can optimize our content strategy by focusing on formats and topics
that drive the highest levels of engagement. This may include more
interactive challenges, user-generated content initiatives, or
collaborations with influencers to maximize reach and impact.

● Continued Monitoring: It is essential to continue monitoring water

consumption data and community engagement beyond the campaign
period to assess the long-term impact of our efforts. By tracking trends
and behaviors over time, we can identify opportunities for ongoing
engagement and reinforcement of water-saving practices.

● Expansion of Initiatives: Building on the success of our Instagram

campaign, we can explore opportunities to expand our water-saving
initiatives across other social media platforms and channels. This may
include partnerships with local organizations, educational workshops, or
community events to further promote water conservation and
sustainability.

● Feedback and Iteration: Gathering feedback from our audience and

stakeholders allows us to continuously improve and refine our
campaigns. By soliciting input and insights from participants, we can
better understand their needs and preferences, ensuring that future
initiatives are relevant, engaging, and impactful

Conclusion:

The water-saving campaign on Instagram successfully raised awareness, engaged

our audience, and motivated behavior change towards water conservation. By
leveraging social media as a platform for advocacy and action, we have taken
significant strides towards building a more sustainable future. Moving forward,
we will continue to innovate and collaborate to address pressing environmental
challenges and inspire positive change in our communities.