WATER-SAVING AWARENESS CAMPAIGN ENDS WITH OVER 56 MILLION IMPRESSIONS
During 2022 and 2023 high season, AETIB launched a water-saving awareness campaign as part of the European WAT’SAVEREUSE project.
In the summer of 2022, during the months when tourist numbers are highest, AETIB launched an online communication campaign aimed at tourists, to encourage water conservation during their stay in the Balearic Islands. It was a huge success, reaching almost 20 million impressions. The most viewed videos were: English, German and Spanish, in that order. And the greatest number of visits took place precisely during the peak tourist months of July and August.
The online campaign “In the Balearic Islands, every drop counts” was launched during the peak tourist months (June-October) to raise awareness of responsible water use in the Balearic Islands.
During the high season, tourists of different nationalities arriving on the islands were impacted via their mobile devices through Google, YouTube, Instagram, X and Facebook advertising networks.
The campaign generated in 6 languages – English, French, German, Catalan, Spanish and Italian – revolved around the production of various videos and a web-based “water-use-campaign” that raised awareness and invited users to take action.
In summer 2023 the results of the campaign reedition was a total of 56.2 million impressions, broken down by network as follows: 25.2 million impressions on Facebook; 1 million impressions on X (Twitter), 4.9 million impressions on Instagram, 4.3 million impressions on Youtube and 20.8 million on Google.
Over and above this data, it has also been found that the use of video when setting up and running institutional campaigns offers a better ability to capture and retain users, as well as a higher quality of web traffic than other advertising formats.