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Bringing innovative retail-style approach to utility marketing

National Grid is far more than just a utility that provides gas and electric service. As a leader in clean energy, they also provide programs and products that help their customers save energy and money. To make it easy and convenient to purchase these products, National Grid launched an online Marketplace.

Mower works with National Grid to promote the benefits of the Marketplace, as well as showcase ongoing sales that help customers take advantage of deals such as low prices and free shipping. Through an efficient media mix of programmatic digital display banners, paid social advertising on Facebook and Instagram, and direct-to-customer email blasts, Mower and National Grid highlight a new sale every month.

Campaign creative includes a mix of product features and customer benefits, and the monthly deals leverage popular retailer promotions like Labor Day and Black Friday flash sales. This campaign helps to truly position National Grid as a source of home-enhancing products and not just an invisible provider of energy.

And the campaign is working! National Grid is on track to exceed its annual goal of 500,000 user sessions to the Marketplace as well as product sales goals.

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