CASE STUDY
Smart Energy UK
The challenge
Focussed on de-bunking myths and false claims about smart meter usage and clarifying the benefits of smart meter ownership. Targeting audiences aged over 55.
Run educational style content pieces to highlight the beneficial use of smart meters and the ease of installation.
KPI to drive awareness and adoption within households across the UK.
The solution
To be sure we were reaching only the core demographic audience of users aged 55+ we utilised audience data harnessed via our audience surveys.
Audience reach
To be sure we were reaching only the core demographic audience of users aged 55+ we utilised audience data harnessed via our audience surveys.
Display and social amplification
Each article was supported by additional amplification in the form of social posts and standout display formats. Created in house by our expert creative team standout billboard and DMPU formats ran across the 1XL portfolio with the relevant audience targeting applied, driving increased traffic to each of the 6 articles. Each article was then supported by three sponsored social posts running across the social media pages that provided the most scale into Smart Energy’s target audiences.
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uplift in positive perceptions toward smart meters.
Campaign research
In order to effectively measure post campaign brand uplift we drew upon the expertise of our insights team to create and distribute online RAM surveys. These surveys were used to identify the growth in uptake and consideration for smart meters prior to, and post the content campaign. Engaging with the core audiences amongst the ‘smart’ and ‘non-smart’ populations we were able to measure the uplift in product consideration, and also understand the success each content topic had in changing consumer’s minds.
Insights gathered on smart meter ownership
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Yes
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No
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Don't Know
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