charity:water → Dirty Water Cooking Series
Multi-Platform Digital Campaign
creative strategy + ideation + creative direction + production + post-production
Success Metrics
86% increase in CTR & 50% increase in average watch time
600+ post comments | 2,221 post saves | 1,847 post shares
FACEBOOK AUDIENCE ONE
FACEBOOK AUDIENCE TWO
335% increase in CTR & 36% increase in average watch time
FACEBOOK SENTIMENT
TIKTOK
33% increase in CTR and a 45% increase in average watch time
TIKTOK SENTIMENT
700+ post comments | 400 post shares
Damn, this was good! 👏 The campaign has such smart advertising literally so impressed I keep getting tricked by u guys • These ads r v effective - rly makes u think how privileged we are to watch tik toks n not worry about clean water • Needless to say, but you definitely got my attention• Way to use the algorithm to spread the message. Good job guys 🥰 I was ready to make fun of the pasta. Glad it was about something more important
Campaign metrics indicate increased brand awareness, interest, engagement, and referral on the part of the audiences watching the content. The biggest win of this campaign was being able to get our audience talking about the water crisis–and actually witnessing them respond to our message, which doesn’t happen routinely on these platforms.
“It’s been difficult in the past to work with external agencies, but this time around–with our partner Corvus Creative–we had a seamless experience that generated great assets.”
— Megan, Director of Performance Marketing charity: water
Strategy & Creative Direction & Production & Concept & Food + Prop Styling & Editing & Photography
Client: charity: water
Creative Production House: Corvus Creative
Strategy & Creative Direction & Agency Producer: Jamie Silver
Production: Corvus Creative + Neon Rabbit
Director & DP: Tamino Castro
Lighting: Joel Burton
Sound Engineer: Jordan Moser
Food Styling: Tyna Hoang
Editing: Neon Rabbit + charity: water internal team
Talent: Navy & Zhansaya Dixon
Shot at Sugar Studio
When charity: water got in touch with us to help with their new campaign, we were shocked by the brief. We learned 771 million people in the world lack basic access to clean and safe drinking water. The majority of these individuals live in isolated rural areas and spend hours every day walking to collect water for their family and the water they find is dirty and disease ridden.
We see creators post cooking content everyday. But what if a creator didn’t have access to clean and safe water, like so many of the people we’ve met throughout the world?
Charity: water asked us to produce the first in their Dirty Water Cooking Series for a digital campaign across TikTok, Instagram, Facebook, and YouTube. We needed to eerily display the workspace of a cook working with dirty water, like so many people do everyday.
Capturing 3 hero videos in a 1-day shoot was a challenge, so to ensure we are able to do so, and that the content would be applicable to all platforms, we started with the platform that has the most specific requirements, which to us was TikTok. So what did we do to appeal to a TikTok audience that will also work on other platforms? We researched recipe trends across TikTok that utilize water in a big way, and also will draw in our audiences on Meta and YouTube.
We created a formula that pulled people in with enticing imagery and used shock advertising techniques to surprise viewers with water issues so many people face.
The result? Three unique video ads that demonstrate the reality for so many around the world.
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