Educating An Audience About A Trail-Blazing BrandScandinavian Water-Saving Products
In BusinessSince 2017
In 2018, Cape Town was facing a serious water crisis.
During this crisis, Scandinavian Water-Saving Products (or SWSP) arrived with products that had the power to revolutionise water usage, which is what we all needed.
And what we used as a base for our brand positioning.
Rising To The Challenge Of Positioning A Brand
One problem we faced was how best to position the company within the South African market - there was a lack of education about water saving products, despite the fact that we were in dire need of this technology.
But Inversion knew how to change this.
Our Customised Journey
We realised that educating the South African target market was the first goal we needed to achieve.
We performed in-depth research into keyword searches, the target audience, and into the competition to create a solid website development strategy.
We used this data to establish the messaging and overall aesthetic of the brand: saving water could be both sustainable and luxurious.
What Did We Deliver?
We built an informative website that was populated with content specific to water-saving, enriched with SEO and product-specific keywords.
Social media can be an effective tool for an uninformed audience, and so we chose to launch Facebook adverts and posts using informative and educational content. This improved brand awareness, encouraged engagement from the audience, and educated consumers on the products.
Water Saving Technology For High-End Consumers
To boost SEO rankings, and educate consumers, we wrote informative long-form blogs about each product, as well as pillar posts outlining water-saving techniques for the public to use.
We created an awareness campaign which linked back to the new website. Our creative team also put together educational video adverts which promoted the brand and provided help for people needing to save water during the crisis.
Selling Luxurious Sustainability
These tactics led to increased organic traffic, and the video ads had a direct reach of 2 million, which resulted in a massive increase in customer engagement.
With the strategic help of Inversion, Scandinavian Water-Saving Products was positioned at the forefront of the South African market.