Metropolitan Water District
Susan Sims
External Affairs Manager
The Metropolitan Water District of Southern California
Los Angeles
California
Social Media Campaign (Paid Advertising)
PATCHMATCH APP
The Metropolitan Water District of Southern California
Teresa Gonzalez
Andrew Au, Graphics Arts Designer
Susan Sims, External Affairs Manager
Finding the perfect water-wise companion in Southern California is now just a swipe away. Metropolitan used the format of dating apps to create an whimsical and impactful social media campaign that ‘matches’ consumers with the perfect California Friendly plants and promotes water conservation.
Southern California home and business owners, environmental bloggers, landscape professionals and conservation organizations.
Metropolitan approved $17 million for turf removal and other conservation rebates, and directed staff to find creative, cost-efficient methods to market this program to a diverse audience. Thanks to a series of social and digital media campaigns and a redesigned online portal, our marketing efforts continually improved over the year, bringing in rebate applications for more than $30 million to be paid over two years – nearly fully subscribing the program. The PatchMatch app out-performed all other social media posts and was widely shared by other water agencies at no cost – creating greater-than-expected social media attention and driving results.
Social media has become a core competency for our agency. Collaborative and creative thinking goes into every campaign we create. The PatchMatch broke the mold of the typical public agency social media informational posts, and marketed a successful call to action to our target audience, resulting in changes that will save an estimated 83,000 acre-feet (enough water to serve about 250,000 households in one year).
Finding the perfect water-wise companion in Southern California is now just a swipe away. Playfully mimicking the format of a dating app, Metropolitan create a whimsical series of PatchMatch social media posts that let consumers find drought tolerant plants and create water saving gardens.
https://www.instagram.com/p/B4VWaERF_C_/