Case Study: Yorkshire Water builds brand reputation with a cross-channel campaign by WPA Pinfold

Yorkshire Water launches a 10-year campaign with WPA Pinfold across Yorkshire

Yorkshire Water, responsible for providing water services to over 5 million customers, needed to externally communicate a new 10-year strategy to demonstrate how they were 'doing the right thing' for their customers and the environment. Facing industry-wide challenges and adverse media coverage, their goal was to build brand reputation and work towards their vision. They partnered with vendor WPA Pinfold to develop a campaign to address this challenge.

WPA Pinfold created the "Doing right by Yorkshire" campaign, a multi-channel initiative that highlighted Yorkshire Water's positive work and its benefits to the community. The solution involved a messaging matrix focused on customer priorities and was executed across out-of-home and digital formats, including billboards, wrapped vans, and radio ads. Research conducted by WPA Pinfold revealed that customer advocacy rose when they were exposed to the campaign's variety of proof points, successfully building positive brand sentiment for Yorkshire Water.

Yorkshire Water