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FirstEnergy: Sustainability Campaign

The switch is on.

Situation

FirstEnergy, a utility holding company based in Ohio, wanted their customers to learn about their pledge to minimize their environmental impacts for the future. In order to do so, the story of their commitment to switch to clean energy had to be told, and with over six million customers in six different states under 10 different brands, that story had to be far reaching.

Insight

To make a real impact in the marketplace, Mower created an integrated campaign featuring print, online, outdoor, radio, paid search and social media advertisements centered around the theme “The switch is on.” These campaign materials aimed to communicate FirstEnergy’s goal to reduce CO2 emissions by 90% by 2045, and used facts and statistics to show customers that their energy provider was doing its part for the environment, while still meeting their needs in a reliable and efficient way.

Solution

Additionally, Mower developed a microsite to provide customers with more information on FirstEnergy’s pledge to help the environment. With a video of FirstEnergy CEO Chuck Jones speaking about “The switch is on” and a detailed infographic on the subject, the microsite excelled at giving consumers a more comprehensive look at FirstEnergy’s message.

Results

In the first 3.5 months of the campaign, more than 218 million media impressions were generated along with over 626,000 site visits, both far exceeding benchmarks for cost efficiency and user site engagement. Those exposed to the ads were 16% more likely than those who had not seen the ads to agree that FirstEnergy shows a commitment to sustainability.

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