When Clean Power San Francisco increased customer rates, retaining customers and building brand loyalty became critical. With a diverse San Francisco community to reach — and a need to understand what actually drove their energy choices — CPSF needed more than a broad awareness push. They needed insight-driven, targeted communications that spoke directly to their customers’ values.

D&A led a qualitative survey in English, Spanish, and Cantonese to establish a baseline of customer attitudes toward clean energy — then used those insights to launch the “Be Powerful” campaign. With a dynamic visual identity, qualified key messaging, and targeted digital paid media reaching historically excluded neighborhoods and zip codes, the campaign connected with multilingual communities across Facebook, Instagram, and video placements — on time and on budget.