The challenge
The Dutch drinking water companies had a compelling story. A socially urgent message that served not only their own interests, but also those of policymakers, governments and citizens. And yet… they weren’t reaching their audience.
The drinking water supply in the Netherlands is under pressure, but at the administrative tables, other issues prevail: housing construction, nitrogen, energy transition. The water companies were often left on the sidelines. Without a permanent seat in the debate. Without the reach their story deserved.
Approach
How do you get a crucial message across after all? Not by broadcasting, but by connecting with what matters to people. Together with the industry association, we developed an approach that started with data: what questions do policymakers and other stakeholders have? What do they want to know?
Those insights formed the basis for the Drinkwaterplatform, an editorial platform that matches the information needs of the target audience. It offers relevant content on the themes that are on the political agenda, with drinking water cleverly woven in.
Data analysis of search behaviour, policy documents and news media
Content strategy based on stakeholder questions
Editorial platform aimed at policymakers and administrators
Distribution via social media, newsletter and communities
The result
More than 230,000 unique visitors per year
An active LinkedIn community with 1,700+ followers
A monthly newsletter with 1,800+ subscribers
And above all: visibility, dialogue, and impact in public debate
What we learned
In a world full of information, it is not the loudest brand that wins, but the most relevant. By radically choosing to focus on the target audience's questions, the drinking water companies made themselves visible again – and indispensable.
Do you also want to build a platform that truly resonates with your target audience? Get in touch for a content strategy based on data, empathy, and impact.
