Introducing Ecover and Wateraid

Progressive environmental policies are at the heart of the Ecover brand, as the world’s largest producer of ecological detergents and cleansing products. This summer, Ecover announced its partnership with NGO WaterAid: together they will address the vital need for safe, sustainable water at a project level in Ethiopia and on the wider plain of public awareness.

The challenge

The Ecover WaterAid campaign site sits at the centre of a wider integrated marketing strategy; encompassing press coverage, on-pack promotion and advertising. The main objectives of the website were to raise awareness about water sustainability around the globe; engage visitors with happenings at the 11 Ecover supported projects in the Hintalo-Wajarat region of Ethiopia and to drive donations to WaterAid. In a further phase the site was to be rolled out in native language in Belgium, Germany and Holland.

What we did

We began by creating a visually striking site that embodied the Ecover brand and style, but which also retained a sense of individual identity. The site was explicitly designed to encourage visitors to develop an emotional affiliation with the content and return frequently: with regularly updated features, like blogs and video diaries, showing the progress of projects in Ethiopia in a very human way. Clearly define paths and cross-referencing were used to draw visitors through a serious of continuous journeys towards identified end goals like making a donation, requesting a water information pack and/or registering for email/RSS feeds. For Phase 2 the site has been translated into 3 further languages and delivered automatically in the appropriate language to each country. This is all controlled within the single CMS.

The results

Our website for Ecover met a rigid launch schedule and budget: it has been well received by all at Ecover and WaterAid. The site is updated with a continual stream of interesting content. It is used at times of on-pack promotion and festival sponsorship (including the Glastonbury festival) reinforcing the Ecover brand at all times.