Digital Experience for Waterbeach

Challenge

A sustainable marketing approach was required to align with the sustainability strategy for the new development at Waterbeach.

Nestled close to Cambridge and bordering the picturesque fenland landscape, Waterbeach is a place like no other. This evolving community is committed to ambitious biodiversity goals, aiming to protect and enrich diverse habitats that support a wide variety of species, from rare pondskaters to brown hares. At its heart lies a spectacular 23-acre man-made lake.

Waterbeach offers a new way of living, with its first residents moving into energy-efficient homes. The community is well placed with access to a range of facilities such as a monthly market, a lakeside café, activities and events, and a sustainable travel hub—all designed to encourage sustainable lifestyle choices.

Strategy

We’re partnering closely with Urban&Civic’s Communities and Partnerships team to ensure that as the development grows, the marketing strategy is aligned with the sustainability strategy. We provide strategic support to campaigns and content and social media strategy to engage audiences around key themes such as heritage, education, nature, health and well-being, sustainable travel, and new homes.

On the ground, we’re introducing practical tools like a carbon calculator, accessible via a QR code at the sustainable travel hub, helping people make informed choices about their travel and reduce their carbon footprint.

Results

The Waterbeach social media strategy demonstrates strong impact with recent activity achieving significant growth in reach, engagement, and website traffic. With a focus on paid and organic media, Instagram reels, and targeted Facebook ads, the campaign successfully highlights Waterbeach’s lifestyle and approach to increasing sustainability, attracting a wider audience and driving interest in the community.

Meta budgets are sensitively and proportionately managed, ensuring a more efficient use of resources while also reducing our environmental impact.

Social Media Reach & Engagement:

• Total reach on Instagram for August 2024 was 33,134, showing a 524.1% increase from the previous month.
• Total impressions on Instagram reached 70,719, up by 372%.
• Facebook had a total reach of 38,424, with 95,710 page impressions.

Boosted posts on Instagram achieved significant reach:

• 16,727 accounts and generated 451 website visits at a cost per visit of £0.31.
• 10,893 accounts with 399 website visits at £0.35 per visit.
• 19,368 accounts and generating 707 website visits at a cost of £0.20 per visit.

Find out more about Waterbeach