International Energy Retailer

As one of the largest retailers of electricity, natural gas, and home services in all of North America, this company is committed to empowering consumers to use less. In addition to superior services, they provide added value to their customers with various incentive programs such as free weekends and partnerships with energy-saving products like Plenti and Nest.

The Challenge

The company had an aggressive customer acquisition goal for the 2nd half of 2015. They turned to Amuse to expand their digital presence within Texas and the northeast United States to achieve these goals while also helping to provide insights into key audiences in each market for future campaigns.

Strategy & Implementation

We created localized solutions that would enhance and complement the various digital and traditional strategies the company was already running at the time. In the Northeast, we educated consumers about their power to choose their energy provider, raised awareness about the company, and drove top-of-mind marketing for the brand. For Texas, we grew the brand's online presence to break away from the growing congestion in local energy providers.

Prospecting

We launched the campaign with the intention of identifying the best target audiences and discovering how to most effectively reach them. We used the first phase of the campaign to gain actionable insights and adjust our strategies to optimize our approach for the meat of the campaign.

Audience Targeting

We started our approach using branded messaging highlighting the company as a “smart energy” and cost-saving provider. As the campaign progressed, we moved to highly targeted value proposition creative that emphasized the potential savings within the northeast if consumers switched their energy company.

Results

  • 2%

    lower CPA than our overall target

  • 50%

    below target CPA in best-performing market