CHALLENGE
Water scarcity is at an all-time high.
The demand for clean water has never been greater with the effects of climate change, population growth, increased demand for food production, industrial development and urban expansion in full force. DuPont Water Solutions’ (DWS) water treatment solutions combat these challenges and others to provide fresh water to communities and industries worldwide. DWS tapped G&S to convey the impact of customer successes in a meaningful way and to refresh its take on B2B case studies to make its important work relatable to both customers and consumers.
SOLUTION
Customer storytelling revitalized the narrative.
Together, we developed an end-to-end Customer Narrative Program to successfully promote customer stories from start to finish, focused on human-centric, multi-media content in key growth markets.
- Produced full-length videos, short-form teaser videos, written stories, customer testimonials, and other outputs from footage and materials collected at active water treatment facilities.
- Amplified storytelling assets with audiences across the water value chain through trade and consumer media outreach, social media and thought leadership engagement, and digital campaign tactics.
- Reduced internal challenges related to storytelling by creating a robust framework for managing the narrative process – from story mining through content creation.
The campaign directly impacted customer outreach.
Achieved the ambitious goal of executing and promoting 10 customers externally through various outputs in 2019 alone.
Received more than 215,000+ video views and 527,000+ impressions across LinkedIn and YouTube.
Drove more than 196,000+ total impressions, 3,746 engagements, 2,860 clicks, 2,206 likes and 244 shares across DWS’s Twitter and LinkedIn channels.
Garnered over 939,000 total potential audience reach through trade media coverage, with a pipeline of high-value editorial opportunities.
Generated demand as measured through direct customer outreach to and interaction with DuPont experts and local support teams regarding specific narrative success stories.