International Energy Retailer
IER is one of the largest retailers of electricity, natural gas, and home services in all of North America. Amuse was tasked to generate immediate ROI and improve CPA’s from previous campaigns. Our 1st party data provided us the necessary insights about prospect wants, needs, and behaviors to develop a campaign that generated results from the get-go and allowed us to improve metrics as we optimized plans based on our on-going learnings.
Results
-
2%
Lower CPA than our overall target
-
50%
Below target CPA in best-performing market
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.