AMDEA Know Watt’s What Consumer awareness campaign

• Advertising
• Branding
• Digital marketing
• Exhibitions & events
• Graphic design
• Marketing strategy
• Packaging
• Web design & SEO

The challenge

AMDEA (Association of Manufacturers of Domestic Appliances) had the expertise and an established campaign. The challenge was to make that knowledge more engaging, accessible and useful to a wider consumer audience.

AMDEA’s award-winning Know Watt’s What campaign helps households save money and resources through better appliance choices, use and maintenance. However, almost four years after the initial campaign launch, its digital presence needed refreshing. An expanding range of advice required clearer organisation, while the campaign needed fresh creative to capture attention and encourage people to explore further.

Working alongside AMDEA’s communications agency, Barnett Fernandes International, Oyster helped connect their website refresh with a national consumer campaign. Our role brought together UX, content strategy, creative development and paid digital advertising, translating technical expertise into clear reasons to engage.

The solution

We developed a coordinated campaign around a simple proposition: “You can save money, if you Know Watt’s What.”

This gave AMDEA a consistent message that connected its expertise with everyday household priorities. Energy efficiency, water conservation, appliance maintenance and sustainability became practical actions with recognisable benefits.

Supporting the website refresh, we helped shape navigation and content organisation so visitors could find relevant advice more easily. Three core themes, Save Money, Save Resources and Repair & Recycle, created a clear content structure, supported by a savings calculator and an incentivised quiz.

We then translated these five themes into a structured content and asset plan. Each had its own objective, audience hook, headlines, copy, calls to action and landing-page destination. Static images, carousels and short videos gave the campaign a varied bank of creative, adapted into square and vertical formats for different placements.

The approach gave each format a purpose. Concise messages captured attention, carousel sequences made advice easier to explore and short videos brought appliance habits and potential savings to life. The calculator and quiz offered further ways to participate, taking audiences from an initial message into a more interactive experience.

Paid activity across Meta, Google and Bing connected the content with UK consumers interested in household savings, sustainability and appliance care. Meta supported cost-efficient discovery and traffic, complemented by search activity reaching people actively looking for advice.

Throughout the campaign, we monitored and optimised performance across channels, themes and assets. Reporting examined which messages generated a response and translated those findings into recommendations for the next phase of activity.