Media > Use of Media
MOMENTUM WORLDWIDE, New York / PACIFIC GAS AND ELECTRIC COMPANY / 2013
Overview
Credits
Effectiveness
In just three months, site surveys indicated Energy House Calls vastly improved like-ability and brand awareness by generating over 38 million impressions and 133k engagements across a four-region test market with 2.8 million people and 962k residential accounts.
• 91% improvement in brand perception.
• 76-95% intent to take part in a PG&E program.
• 100% positive live engagements.
• Cinema advertising changed 1 in 2 people's perceptions of PG&E.
• 94% intent to share Energy House Calls content.
• Four families featured in episodes saved an average of 6.4% on electric and 13.6% on gas over the seven months following filming.
Execution
We knew Californians love reality TV. So, based on specific climates and demographics of the four test markets, we selected families with relatable energy challenges to film six episodes.
Then, we made a localized media buy – that meant if a customer lived in Fresno, local Energy House Calls marketing would feature a Fresno family.
The program was promoted via YouTube, Hulu, Specific, Facebook, About, Video On Demand, Twitter, Pinterest, Bing, Google, interactive retail store displays, cable TV and cinema advertising, a San Francisco 49ers football sponsorship, pge.com and an interactive mobile tour.
All media channels directed customers to watch episodes at EnergyHouseCalls.com - the content hub and conduit to PG&E program signups. They could also watch episodes on NBC affiliate KSEE24’s Your Green Life.
Energy House Calls and PG&E social platforms linked to one another to promote content and corresponding platforms, allowing for locally relevant conversations and sharing to flourish organically.
Strategy
Objectives
• Build brand likeability, awareness and trust
• Increase engagement with PG&E residential products like rate plans and rebates across all households in a four-region test market
Target
In some parts of California, an energy bill can be higher than a mortgage payment. While customers wanted to save energy and money, they didn’t know how. And their feelings toward PG&E ranged from skepticism to ambivalence.
Insight
Once customers realize PG&E wants to help them save energy and money, they are more receptive to PG&E.
Idea
Instead of lecturing customers to 'save energy,' PG&E showed them how. Led by celebrity DIY expert, Carmen De La Paz, PG&E made a series of 'house calls' to show real Californians how to take on projects to save energy and money. Just as home improvement shows demonstrate the ease of cosmetic updates, the Energy House Calls reality series made energy efficiency seem achievable and worth pursuing.
More Entries from Best Use of Branded Content & Sponsorship in Media
24 items
More Entries from MOMENTUM WORLDWIDE
24 items