CASE STUDY
Client: Water Is Awesome (Tarrant Regional Water District, North Texas Municipal Water District, City of Dallas)
Brand: La Mexicana Salsas
Project: Texas Yard Makeover Campaign
The Challenge: Rethinking Water Conservation
Convincing homeowners to conserve water – especially when it means watering their lawns less – is no easy task. People don’t like restrictions, and water conservation can feel more like a monolithic bureaucratic mandate than a personal choice.
BlueRock’s challenge? Flip the script to make water conservation feel more like the homeowner’s idea. Rather than rehashing stick-in-the-mud austerity measures, how could we inspire homeowners to see water-wise landscaping as the sustainable, smart, and even stylish choice?
The Strategy: Entertainment with a Splash of Education
To capture attention, it was only natural that we turn to a format people already love – home makeover shows. The Texas Yard Makeover campaign was designed as a reality-TV-inspired series, showcasing real DFW homeowners transforming their yards using native plants, efficient irrigation, and smart landscaping techniques.
The campaign featured:
- Reality TV host Chris Grundy – Bringing credibility, excitement, and a familiar, engaging presence.
- Texas Parks & Wildlife experts – Educating homeowners on how native plants and sustainable lawn care can thrive in Texas conditions.
- Bilingual content in English & Spanish – Expanding accessibility and inclusivity across diverse communities.
We leveraged a full-scale media mix to reach homeowners where they live, including:
- Broadcast & digital video ads – Reaching homeowners where they already consume content.
- Radio & out-of-home placements – Ensuring the message resonated beyond digital platforms.
- SEO-driven educational content – Hosting a series of how-to videos and resources on WaterIsAwesome.com to provide lasting value.
Content Highlights: Reshaping the Conservation Conversation
The Texas Yard Makeover campaign blended entertainment with education to prove to Texans that conserving water doesn’t mean have to mean compromising on yard aesthetics. It encourages homeowners to take pride in sustainable practices and natural Texas beauty, and makes a lasting difference in preserving the region’s water resources.
Awesome Experts Video Series: The campaign features a series of episodes where experts provide guidance on various topics, including:
- Incorporating Native Plants: Advice on selecting and planting native species that thrive with minimal water in tough Texas climates.
- Smart Landscape Design: Proof that sustainability can be beautiful, with strategies for designing aesthetically pleasing yards that require less water.
- Sprinkler System Optimization: Tips preventing water waste (and saving on your utility bills) though sensible use, scheduling, and maintenance of sprinkler systems.
- Upgrading Irrigation Systems: Making modernizing your sprinkler system appealing with efficient, effective tech like drip irrigation.
Weekend Projects for DIY Heroes: Recognizing that homeowners often tackle yard projects on weekends, the campaign introduced “Weekend Edition” episodes. These segments offer step-by-step guides for DIYers, such as:
- Conducting Sprinkler Checks: Identifying and repairing leaks or misaligned heads to enhance efficiency.
- Creating Pollinator Gardens: Establishing gardens that support local wildlife while conserving water.
- Converting to Drip Irrigation: Simplifying the process of transitioning from traditional sprinklers to drip systems.
Empowering Homeowners with a River of Online Resources: The Water Is Awesome website is a powerhouse hub for additional materials, including plant selection guides and links to local demonstration gardens – all to inspire informed decisions about water-wise landscaping.
The Results: Awareness to Inspire Action
TV impressions exceeded projections by
0
Digital traffic outperformed expectations by
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Video views
beat forecasts by over
0
Engagement rates surged, particularly among female homeowners
Final Takeaway
Water conservation isn’t just about saving resources – it’s about overcoming lawn care habits that had taken root for generations. It’s also about changing notions about what “beauty” really is for Texas yardscapes, and believably expressing that such beauty is easy to achieve in your yard.
With the Texas Yard Makeover campaign, BlueRock helped turn this uphill battle into an engaging, resilient movement and nurtured more beautiful communities – one vibrant, water-wise lawn at a time.