#CloseTheTap

A saidWot Case

Study

April 2012

Compiled by @HulyaBalikci

The Formalities

This Case Study is based on all comments received regarding

#CloseTheTap campaign.

It is based on all comments from around the world.

This case study was not compiled for a specific brand, but purely out of curiosity and a burning passion to showcase the impact of Online

Reputation Management.

If you would like more information about saidWot, please contact us: www.saidwot.com/contact-us

Green marketing

Green marketing refers to the process of selling products

and or services based on their environmental

benefits as well as creating campaigns to raise awareness

around environmental issues.

Products or services may be environmentally friendly in itself or produced

and or packaged in an environmentally friendly way.

The story

On 22 March 2012, Native South Africa launched a ‘Close the Tap’ initiative

together with For the Love of Water (FLOW) in order to raise awareness

of how wasteful we are of water and how small changes in habits

can make a real difference.

The idea

With the help of an Arduino controlled closed system tap that uses a step motor

to programmatically tighten a valve in the tap’s plumbing as tweets with the

hashtag #CloseTheTap are posted to the Twitter streaming API people were able to

tighten the tap and create awareness with every tweet they sent.

Where did the conversation take place?

13 articles posted on Websites

So far, over 5000 tweets have been posted on Twitter

Said What?

Sentiment

The majority of the coverage received has been positive, with people

tweeting religiously in order to create the awareness needed to close the tap.

Although the campaign was great and generated tons of positive feedback, there were still some that felt critical of the campaign.

What did they say?

All people had to do was choose a tweet:

What did they say?

Trending Topics

People tweet everyday about

the campaign. The live ticker on

closethetap.com’s website constantly

shows what people are saying.

The CloseTheTap hashtag has

been an integral part of the

campaign, not only because it affects

the tap, but also because hashtags

are responsible for what trends on

Twitter.

The outcome?

Besides creating awareness and providing facts about how much

water we actually waste in our daily mundane activities, the campaign

gained a lot of attention for its creativity as well as

the technology used in making the tweet controlled tap.

#CloseTheTap is a great example of an interactive, “green initiative” that

involves and educates the public to be more water-conscious.

The outcome?

Despite some of the criticism the

campaign endured, it gained a lot of

attention within the digital industry and

5000 tweets later, the campaign

has 5000 tweets more to go in order to

close the tap and get the recognition it

deserves for this well designed,

innovative and interactive

green campaign.

More Information

We have all the data and analysis available that went into writing this case study. If you are interested in receiving this, please contact us on the

details below.

If you want to know what is being said online about your brand, then contact us on the details below and we will gladly set up a demo account

for you.

For more information around the #CloseTheTap campaign, please visit closethetap.com

South Africa: Tel: +27 11 021 8740 Email: infosa@saidwot.com Web: www.saidwot.com

United States: Tel: +00 (1) 704 450 2403 Email: infous@saidwot.com