FirstEnergy
With rising energy costs leaving Ohio residents feeling financially strained, FirstEnergy saw an opportunity to provide real solutions. The challenge? Educating customers on simple, effective ways to lower their energy bills while positioning FirstEnergy as a trusted advisor. The solution? A compelling, action-driven campaign that gave consumers control with practical, seasonal energy-saving tips.
With household budgets stretched thin by rising energy prices, FirstEnergy customers needed easy, effective ways to cut costs. However, many were unaware of simple behavioral changes that could make a real impact. Compounding this challenge was skepticism—many believed reducing energy bills required expensive upgrades. We needed to change that perception and empower Ohio residents with accessible, everyday solutions.
Our research revealed that homeowners love finding small ways to improve their homes, yet they lacked confidence in energy-saving actions. They wanted quick, practical changes that wouldn’t require major investment or inconvenience. This led us to a core insight: when presented as straightforward, everyday “life hacks,” energy-saving solutions became approachable and achievable.
Our team came up with the “OH, I can do that!” campaign—employing an empowering message to turn saving energy into something Ohioans could take charge of. The campaign’s visual identity incorporated the state’s abbreviation, making it uniquely local and instantly recognizable.
We deployed an integrated multi-channel approach, featuring broadcast TV, CTV/OTT, paid social, paid search, radio, native advertising, programmatic display, and digital audio. All efforts funneled users to a dedicated FirstEnergy landing page offering 100 easy energy-saving tips, an interactive home energy analyzer tool, and valuable resources. By positioning energy efficiency as simple, achievable, and rewarding, we encouraged widespread participation.
Through a strategic, consumer-first approach, we helped FirstEnergy successfully transform energy-saving from an overwhelming task into a confident, everyday action.
growth in total users
increase in new users
increase in sessions
engagement rate
Since launch, the campaign exceeded expectations across all key metrics. Total users grew by 51%, sessions increased by nearly 39%, and engaged sessions soared by 122%, proving the audience was actively exploring energy-saving solutions. The engagement rate more than doubled, jumping from 20% to 43%, reinforcing FirstEnergy’s role as a trusted resource. Importantly, new users increased by 60%, showing that the campaign reached and resonated with fresh audiences.
Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.