Water Heroes is a social impact initiative focused on raising awareness around global water scarcity and inspiring action through education, community, and technology.
22-23
DIGITAL ENGAGEMENT FOR CSR, ENVIRONMENTAL AWARENESS
1 VISUAL DESIGNER, 1 DEVELOPER CLIENT SIDE, 1 LEAD UX, 1 PM, 1 ACCOUNT MANAGER
scope
As part of Xylem’s CSR initiatives, known for extensive water conservation and social projects worldwide, Water Heroes launched a campaign to promote a water plogging initiative.
design a high impact micro site on a tight schedule
Xylem needed a simple yet effective content hub for user-generated content to drive awareness and participation, developed within a month, aligned with Xylem’s digital ecosystem and existing brand guidelines.
discovery
We conducted interviews with all stakeholders and remote development teams, and sent surveys to the country managers to understand how the event would be organized. The webpage needed to include a participation form and a series of touchpoints guiding users to sign up on Strava, so their results could be shared online.
mapping the user journey
We mapped all touchpoints, from the sign-up form and email campaigns to Strava registration and online content sharing. Based on this map, we held a second round of stakeholder meetings to present our insights, agree on the social media channels, define which cities would run the campaign, and establish firm sign-up deadlines.
beyond a landing page
One landing page was not enough.
We pitched a separate, extensive content hub to serve as a central repository for all CSR campaigns, beyond a one-off landing page.
Linked the hub with user-generated content, seeded by submissions from the first plogging initiative.
Highlighted partnerships, not only with Pep Guardiola but also with NGOs, Strava, and other collaborators
Advocated for CSR articles to be indexed within Xylem’s main ecosystem, extending reach and integration.
The initial designs later evolved into a separate website with a fresh, more engaging look and feel, aligned with Xylem’s broader initiatives.
6 weeks for the first run
The first campaign hub was developed on Xylem’s website, using their design system and creative assets by Brave. The campaign launch was highly successful, securing funding for future initiatives.
