Case Study: Yorkshire Water helps communities get winter ready with Umpf's PR and social media campaign

Yorkshire Water reaches over 2 million people with Umpf

Yorkshire Water faced the challenge of engaging its community to prepare homes for winter and prevent cold-weather issues like frozen pipes, which could cause water cut-offs and infrastructure damage. To help overcome this, the utility company worked with vendor Umpf on a public relations and social media campaign to encourage winter preparedness and identify vulnerable households for its priority service list.

Umpf implemented a multi-channel outreach strategy featuring an experiential event with an animatronic polar bear and an igloo made of pipe lagging at a busy shopping centre. This was supported by local media relations and highly targeted social media advertising. The campaign successfully reached over 2 million people, generated significant media coverage, and drove 785 vulnerable people to the priority register. Umpf's efforts also resulted in 547,000+ social impressions, 204,000+ video views, and 106,000+ social engagements.

Yorkshire Water