CHALLENGE
The natural gas industry is a
highly-competitive regulated category with confusingly similar price-per-therm
rates. There is little differentiation between suppliers, and it’s a constant
battle for market share – particularly when fall temperatures start to fall.
INSIGHT
The prior agency had adopted a ‘set it and forget it’ approach to media
and the results. With a well-known brand in an established category, sometimes
winning just requires a smart strategy backed by an experienced, hands-on team.
STRATEGY
For this client, our strategy was to simply kill complacency. We helped them develop the “sharp
elbows” necessary to win every competitive space and optimize keywords and
spend to unlock more value and drive more conversions. We used every dollar of
investment to drive incremental advantages. We deployed an array of tactics including: Broadcast, Cable, CTV, Online Video, Sponsorships, Programmatic Digital, Paid Search, and Out of Home.
RESULTS
Performance increased 121% in first six
weeks Cost per conversion reduced by
70% in same time period
Broadcast rates reduced by 20% Added value increased by 22%
