Building Awareness, Brand loyalty and Customer Retention on behalf of Clean Power San Francisco (CPSF)
In 2021, Clean Power San Francisco (CPSF) increased customer rates that represented a total of 10% over PG&E. To help customer retention and promote positive brand awareness, the time was right to launch an integrated digital communications campaign with the aim of deepening customer relationships within the local San Francisco community.
Data gathering from a qualitative survey of San Francisco residents (conducted in English, Spanish, and Cantonese) was designed to gain customer insight and provide a baseline for current attitudes and perceptions surrounding clean energy. Leaning on the data, we learned 41% of respondents were interested in “saving money and reducing monthly bills,” however, a close 40% were just as interested in “getting energy from clean, renewable sources, such as wind or solar”—illustrating when consumers are given a choice between “cost” and “clean energy,” the two were ranked very closely across segments.
Our goal was to launch and optimize a targeted digital campaign that articulated the power of choice and amplified customer appreciation. Our goals were to utilize qualified message deployment strategy, messaging cadence, and timing for the overall campaign to achieve the following goals:
- Optimize targeted key messaging tested in 2021 survey to maximize ad spend and return on investment (ROI).
- Drive traffic to designated landing page: cleanpowersf.org/bepowerful.
- Increase awareness of CPSF value drivers and benefits amongst its current (and potential) customer base.
Our strategically targeted digital paid media was executed and delivered on time and on budget. The “Be Powerful” campaign resulted in a suite of custom ads designed effectively to be optimized by ad placement and performance via Facebook and Instagram—including Facebook Newsfeed, Facebook MarketPlace, Instagram Stories, and Facebook Messenger inbox. The campaign was able to reach the right communities using qualified key messaging and lifestyle imagery representing each audience profile—resulting in CTRs that were 3x the National average.
“D&A’s wisdom, energy and hard work is seriously impressive, they do an amazing job for us.”
Jackie Randazzo Senior Communications Specialist, SFPUC