Social Media Support for Melbourne Water

Melbourne Water works hard to protect and enhance our waterways but can’t do it alone, they came to us wanting to inspire people to get involved.

We established a strategy knowing that in order to motivate people, they first need to be engaged with the industry and understand the services.

It was wonderful to work with the team at Melbourne Water as were eager to express the different dimensions of their business.

Alongside water management, Melbourne Water is also responsible for sewerage, drainage, and our waterways. Our job was to find a creative way to express this. This was made more challenging as COVID-19 restrictions came into place. We needed to be innovative and flexible, and consider how people were consuming social media in lockdown.

As schools closed and parents were faced with the challenge of homeschooling, we utilised the extensive education materials available on the Melbourne Water website. We made a time-lapse of the waterways colouring-in sheets, interactive games, and animated water facts. For the older demographic, there were quizzes on Instagram to test their knowledge of sewerage and the heritage of our drainage system. Believe it or not, these were some of Melbourne Water’s most popular content ever posted on their Instagram…poo puns and all.

With the restrictions of lockdown meaning we couldn’t go out and capture content we created animated videos from scratch, that were educational and perfect for the whole family.

Within the first month of working with Melbourne Water, their engagements and followers both increased. People responded well to nuanced design and the detail of the work being created.

When working in social media, it’s important to continuously review and refine your strategy. 2020 has been a perfect example of how quickly things can change. In our monthly report, we recognised the opportunity to utilise the Melbourne Water LinkedIn channel. It had the most followers but the fewest posts.

Last year in Australia, LinkedIn had the most growth of any social media platform and this trajectory has continued into 2020.

The following month there were almost double the number of published posts and a spike in followers.

It was wonderful to work collaboratively with a major Government Authority towards their goals of engagement and brand awareness.

The World is continuing to embrace social media and it crucial for the success of any business.

Creative quality is the variable of success. If you want to find out more about how to grow your social media presence online, contact us now.