Water conservation is an essential element of sustainable resource management, particularly in the face of increasing global water scarcity. Besides, social marketing has proven to be a powerful tool for promoting behavioral change and encouraging sustainable water use. This systematic review aims to identify the main tools, outcomes, and challenges of applying social marketing to water conservation campaigns and to provide useful guidance for the development of more effective and sustainable interventions. In accordance with PRISMA guidelines, 32 articles were initially extracted from the Scopus database, and 12 were selected as relevant for in-depth analysis, using R programming software. The findings indicate that social marketing campaigns often use a range of tools, including educational campaigns, community engagement, and incentive structures, to promote water-saving behaviors. However, constraints such as limited long-term commitment, cultural barriers, and insufficient political support often hinder the sustainability of these efforts. This systematic review contributes to the literature by linking the concepts of water consumption management and social marketing. This study provides practitioners with a set of tools, practices, and data to better promote responsible water consumption through social marketing.