Blogs

By Kristin Withrow, CSDA Communications Specialist

When Irvine Ranch Water District (IRWD) first created their popular Shed Show on YouTube to provide customers with an entertaining education program that encouraged water efficiency in outdoor landscaping, they had no way of knowing how important the show would become. The first episode, "Pollinator Gardens" opened in 2022 highlighting the use of drought-friendly native plants that attract "bees, birds, and bugs that help plants reproduce while delivering bursts of color to your garden."

By June, the state issued a level 2 drought emergency and the need for urgent water savings became the district's primary objective. Post-pandemic attitudes underscored the value of digital communications to consumers who had become accustomed to new sources of information. Episode 2, "Small Space Transformations" showed customers that removing turf and replacing it with "drought-proof curb appeal" could have a big impact.

With the drought declaration in place, the district ratcheted up an important tactic: social media. By repurposing the longer videos into several 1-minute 'bite size' videos, they were able to distribute the content to more platforms and broaden their reach.

So far, the Shed Show includes four episodes. Episode 3, "Watering Tips for a Gorgeous Yard" was composed of seven one-minute 'shorts' broken into key messages: Check for Leaks; Regulate Pressure; Get in the Spin; Go Drip, Drip, Drip; Get Smart; and Ditch Your Turf. The latest episode, released Oct. 1, 2024, inspires customers to transform their backyards into beautiful outdoor living and entertainment spaces.

All the Shed Show episodes can be found on IRWD's website at IRWD.com/shedshow, with links to resources to help customers create their own gorgeous, water-efficient landscapes.

The show's host is IRWD Senior Water Efficiency Specialist Juan Garcia whose upbeat presentation skills mix with fun video effects and music to keep the viewer entertained and inspired. From Juan's head as a sprinkler to garden gnomes joining in the fun, the Shed Show is fun for all - they even have translations to Korean and Chinese for the short-form videos of episode 3. 

The Shed Show contributed to big results for the district's primary water efficiency goals, with participation in turf-replacement and spray-to-drip irrigation conversions increasing by more than 300% and customer water use declining by as much as 24.3%.

Viewership data shows an average of more than 2 million impressions and 500,000 video completions per episode. The cost per completed view that resulted from their paid media placement was about 6 cents, showing they beat the industry average with their effort. 

Not every size district will be able to take on this level of production values — which can cost more than $100,000 per episode for scripting, filming, effects, and editing.  But with modern video tools, it is possible to broadcast messages to customers over social media in a fun, inspiring way that captures attention and allows the community to develop positive associations and attitudes toward your district and its mission.