MWA Service Awareness Campaign 2024
- Apr 8, 2025
- 3 min read
“Safe Water, Trusted by MWA.”
🎯 The Brief
The Metropolitan Waterworks Authority (MWA) wanted people to know that…they don’t just supply water — they also offer home water maintenance services.
In 2024, I was assigned to plan and oversee a public awareness campaign promoting two key services:
Water Tank Cleaning
Pipe Inspection & Repair
The target audience: working-age homeowners living in Bangkok, Nonthaburi, and Samut Prakan — many of whom still perceive MWA as “just the water bill agency” and are unaware of these service offerings.
💡 My Strategy
In this campaign, I applied a combination of Push and Pull marketing strategies — with a focus on media usage:
Push Marketing involved delivering promotional content directly to the audience through Facebook Ads and sponsored videos. These were actively placed in front of viewers to generate awareness and reach.
Pull Marketing focused on creating informative content, such as SEO-optimized blog articles on the MWA website, and using Google Search Ads to bring in users who were already looking for solutions. This approach allowed the audience to discover the services organically and respond to clear Calls to Action (CTAs) based on their interest.
By combining both methods, we ensured that the campaign could both capture attention and build trust — making MWA’s services not just visible but truly valuable in the eyes of the audience.
“Trusted government service, reliable quality, affordable price.”
And with that, we defined the campaign’s key message:
“Safe Water, Trusted by MWA.”
In the next phase, I designed content using a Marketing Funnel approach to ensure our messaging aligned with each stage of the consumer decision journey:
🔹 Awareness
I created short, clear, and straight-to-the-point content to build awareness around two MWA services that many people had never heard of.We launched media across Facebook, TikTok, and YouTube, targeting specific audiences within the service area.
🔹 Consideration
To build on that awareness, I produced educational infographics that connected to real-life problems — such as “What happens if you don’t clean your water tank?”This content was designed to spark curiosity and encourage people to explore the services further.
🔹 Conversion
We developed an in-depth vlog-style video to showcase the actual service process, along with a detailed website article explaining the unique benefits of each service.This helped reinforce confidence and made it easier for potential users to take action and make informed decisions.
🛠 My Role
In this campaign, I oversaw the entire process from start to finish, with a particular focus on working with influencers and managing production:
Created the content brief and clearly defined the key message to be communicated
Coordinated with influencer teams to ensure the content aligned with MWA’s objectives
Supervised production to ensure the content was high-quality, easy to understand, and within budget
Planned and managed the ad budget (Meta / Google Ads) to maximize reach among the target audience
📊 The Results
YouTube: The Room Maker “Pipe Repair Service” video 1,764 organic views View
Facebook: Baby Review “Water Tank Cleaning Service” video 2,700 organic views View
MWA Official Facebook Page Total campaign impressions: 812,995
Google Ads Total article clicks: 5,019
🧠 What I Learned
This campaign gave me a deeper understanding of how to approach content creation strategically, especially when working with influencers.
I realized that effective influencer marketing isn’t just about choosing someone popular but about understanding their audience and collaborating to craft meaningful content.
Most importantly, I had the opportunity to apply Push & Pull Marketing strategies, along with the Marketing Funnel framework, to design content that supports every stage of the user journey — from awareness to action. It was a valuable lesson that shaped how I think, plan, and lead content creation in my role as a Senior Content Creator.
🖼️ Media
Pipe Repair Service” Video YouTube: The Room Maker
“Water Tank Cleaning Service” video Facebook: Baby Review
Infographics for use on the Metropolitan Waterworks Authority’s social media and website.
SEO/SEM-optimized articles were created for the Metropolitan Waterworks Authority’s official website.
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