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Challenge

Millions of women in Africa walk hours a day for clean water to keep their families alive. It’s a journey that can be eradicated, but not without help. Brita and ME to WE wanted to connect North Americans to this humanitarian issue and promote their specially marked reusable filtered Brita water bottles that provide clean water to someone in Africa for a whole year.

Solution

On World Water Day 2019, we released a 4 hour and 17-minute film of a real woman’s daily walk for water — as a pre-roll ad on YouTube. At any point in her journey, viewers could ‘End her walk’ by clicking an embedded button that linked to purchase the specially marked Brita water bottles. Using first-party data from YouTube and Google, we amplified our message to target audiences leveraging gender, age, education, and interests such as nutrition, social responsibility, travel, home appliances and more.

Results

The Walkumentary campaign exceeded industry norms with a 49% view rate and a 9% lift in sales over the previous year during the promotion period. It also won the Best Response-Driven Campaign at the inaugural YouTube Awards, and Gold in Consumer Products Engagement at the 2019 CMA Awards. Overall, the Brita and ME to WE partnership has provided over 55,000 people in Kenya with access to clean water.