The ENERGY STAR Awards, National Grid and Creative Testing

Posted by Noelle Palumbo on April 28, 2017 at 9:30 AM

This week we traveled to Washington, D.C. for the ENERGY STAR Awards to see our work honored and celebrate some big wins for a couple of clients.

Haven’t seen the KSV POV video that was shown during the awards?  Check it out here.

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But today we want to talk about wins.  Big wins.

Our partner National Grid won big at the ENERGY STAR Awards for their “Life on the grid” campaign.

National Grid was able to increase the awareness of and demand for ENERGY STAR certified products through an integrated, multimedia consumer awareness and product marketing campaign.

This campaign resulted in more than 5.4 million ENERGY STAR certified lighting products sold, about 10,300 ENERGY STAR appliances and electronics sold through partnerships with retailers, and was successful in engaging millions of consumers in a meaningful way.

That’s a pretty big win.

And it was no accident.

For years, utilities and energy efficiency organizations in the U.S. have been touting the same messages. Data-rich, pragmatic and savings and process oriented messages about energy efficiency.

Armed with what wasn’t working, National Grid and KSV undertook a process to find out what would work.

Enter: Creative testing. 

Creative testing is one of the strongest weapons in a marketer’s arsenal.  Through this process we figured out what people were responding to and, even more importantly, what they weren’t responding to.

We knew this campaign would resonate with people.

It would break through. 

Even before it went out into the world.

Some may have concerns about the actual cost of creative testing.

But we can tell you, in the end it pays off.

So we want to give big congratulations to National Grid.  Thanks for helping us achieve breakthrough!

And if you want to an executive summary of the presentation National Grid and KSV gave for ESource, check it out here.

 
 
 

Topics: utility communications, intent marketing, data science, hyper-targeting, grassroots marketing, digital transformation, community marketing, innovation, customer centric, IoT, millennials

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