Brand
Roca
Bringing a global campaign by the We Are Water Foundation this World Water Day, Roca spread the word for a special cause by leveraging social media channels.
Objective
Roca and the We Are Water Foundation raised awareness around the scarcity of water in many backward regions of the world which forces women and children to walk long distances in search of water, while promoting better water management with #NoWalking4Water.
Execution
On the occasion of the 25th World Water Day, Roca planned a social media awareness drive, bringing the We Are Water Foundation’s #NoWalking4Water global campaign to India.
Millions of girls miss school everyday to collect #water. Help us change this! https://t.co/6tbSupFKQo @wearewater #NoWalking4Water #ROCA pic.twitter.com/wnPJhzDViZ
— Roca Tile USA (@rocatileusa) March 20, 2017
Supporters of the cause could help spread the word by participating in the awareness drive, and pledging their support towards #NoWalking4Water. Participants could also help spread the word by posting a picture on their Facebook or Twitter accounts with a 20 liter drum cutout, under the hashtag #NoWalking4Water.
Did you know there are 2 ways of drinking water? At our @wearewater Foundation, we're fighting to erase the 2nd one! #NoWalking4Water #Roca pic.twitter.com/RrT24KnrFu
— Roca Tile USA (@rocatileusa) March 20, 2017
KE Ranganathan, MD, Roca Bathroom Products said, “Access to water is every human’s right. With this campaign #NoWalking4Water our endeavor is to throw light on the importance of adequate water resources. Roca, with a century-old legacy of innovation in the bathroom space, is delighted with the response we received from participants in India.”
Our #Roca team at Chicago joins the #NoWalking4Water campaign too! Learn how you can help: https://t.co/60WNR9NlD6 Happy #WorldWaterDay! #IL pic.twitter.com/gZjtBDzVIi
— Roca Tile USA (@rocatileusa) March 22, 2017
At #Roca we believe that every day is #WorldWaterDay: join us! Here our team from #Houston, #TX . https://t.co/60WNR9NlD6 #NoWalking4Water pic.twitter.com/UTCzYEy29K
— Roca Tile USA (@rocatileusa) March 23, 2017
Results
The #NoWalking4Water awareness drive delivered more than 15 lakh impressions for Roca on social media, with over 2.3 lakh in engagements on Facebook which indicate the enthusiastic participation of the Indian social media users in support of the cause.
On Twitter, #NoWalking4Water led to more than 17000 conversations with over 1.3 crores of Reach. The campaign also trended on Twitter, creating a wider impact on the socialverse.
Roca managed to bring in a fresh perspective amidst the clutter of World Water Day campaigns.