Overview

The Copper for Sustainable Plumbing campaign launched on the 25th of October 2024. The campaign aims to promote the use of copper tube for plumbing applications across Europe by engaging those taking decisions about the materials they use, and promoting the benefits of copper. The report below outlines the success of the campaign so far across social media platforms, and outlines the next steps of the campaign in the coming months. For more information about the campaign, please click here or email iwcc@coppercouncil.org.

Facebook

The Facebook posts reached 548,024 users in November, and a further 385,465 in December, with an average visibility of 20,735 users per post. We have noticed that simpler posts receive greater engagement in the form of likes and comments, but we must continue to provide valuable content that resonates with our audience. Therefore, in 2025, we will focus on a tactical blend of engaging and informative content, continuing series such as ‘Ask a Plumber.’

The marketing team is also tailoring our sponsored interactions to focus increasingly on primary markets, namely France, Spain, Italy and Germany. This strategic shift aims to optimise resource allocation and improve performance in key areas.

Instagram

The Instagram campaign reached 31,900 users in December, building strongly on the 82,073 users reached in November. Indeed, the growth in followers for the Instagram page remains slightly slower than on other platforms. To address this, we have implemented an acquisition strategy since the end of December to accelerate growth. This consists of daily interactions with key accounts focused on plumbing. The aim is to help grow the audience and increase the account’s visibility.

Moreover, Instagram has so far been the platform we have most successfully targeted a relevant audience base located in primary markets, highlighting that our targeting is effectively aligned and coherent with the purpose of the campaign.

Since the adoption of the acquisition strategy, Instagram page follower count has grown by ~45% in December, suggesting strong initial success with this decision. Moving forward, our focus will be on leveraging Reels to boost engagement.

LinkedIn

In December the campaign received 61,831 visitors, building on a very successful 374,401 users in November. These viewers were primarily in marketing (22%), operations (21%) and sales (16%) roles in both the mining and manufacturing industries. Our marketing team’s LinkedIn strategy has demonstrated strong engagement and content relevance, indicating that our audience is both engaged and well-targeted. This resulted in a 10% increase in followers of the campaign in December.

The performance of the campaign in December on LinkedIn has emphasises the importance of tailoring content to the platform’s audience. Informative and technical posts resonate well on LinkedIn, better than on other social media platforms, and we will continue to leverage these insights to refine our content strategy.

Furthermore, we will increasingly focus on targeting sponsored content to primary markets, namely France, Spain, Italy and Germany. Moving forward, our focus will be on optimising ad targeting to ensure primary markets receive the attention they need, while maintaining the strong engagement achieved thus far.

Next Steps of the Campaign

Leading up to the Spring meeting of the IWCC Copper Tube Committee, the Copper for Sustainable Plumbing Campaign looks to build upon the work it has done since October. We will begin to engage increasingly with industry stakeholders, and explore potential symbiotic relationships between our campaign and organsiations in the plumbing and construction industries.

We look forward to updating members on the success of our campaign via our website, LinkedIn and in future newsletter instalments. Please click here for a full breakdown, including visuals, of each platform’s performance in December.