The coronavirus pandemic left a lot of people unable to pay their utility bills. FirstEnergy knew many of their customers were struggling. The energy provider needed an innovative media strategy to help inform customers about all of the payment programs available during these challenging times.
We recognized that customers have different needs based on their financial situations. We also knew that with so many customers in arrears for the first time. FirstEnergy needed a media strategy that would reach a lot of people, in several markets, quickly and effectively.
More people were spending more time at home, so to ensure maximum impact, we needed to shift the way we placed media. Tactics reached as far as they did wide with placements on several social media channels and streaming services, including podcasts, digital radio, OTT and CTV. We also mixed in some traditional placements such as billboards.
The campaign delivered more than 300 million impressions and its performance was, in a word, unprecedented. The campaign led to significant engagement on paid search with a click-through rate of 38.89% (more than 10X the benchmark) and a cost per click of just four cents. This delivered 71% of traffic to the assistance program's webpage. Once on the page, customer engagement was significant. Visitors had a low bounce rate (22.58%) and long sessions (161 seconds).
The pandemic left a lot of people unable to pay their utility bills—and many of them were experiencing this for the first time. We wanted to let them know that FirstEnegy has many ways to help. So we set out to inform customers about all of the payment programs available during these challenging times.
Bill Assistance Program
Energy & Sustainability
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