Energy Smart Public Awareness Campaign

About Project

The goal of this campaign is to increase awareness and participation in the Energy Smart program amongst Entergy New Orleans residential and business customers, resulting in reduced energy consumption, lower bills and a more sustainable future for all of Energy New Orleans customers. The campaign launched on May 8, 2023 and will run through December 31, 2023.
The team implemented a laser-focused strategy targeting 11 zip codes identified as areas with customers having severe energy burdens. Wanting to build upon and broaden the reach of the programs existing media strategies, high-impact OOH media tactics such as digital bulletins and posters, bus shelter posters, bus kings, and a bus wrap were implemented. In addition, we implemented a two-prong digital approach. Digital dominant display advertising utilized geo-targeting to deliver ads to customers in the designated 11 zip codes while Device ID targeting delivered ads specifically to Energy New Orleans customers mobile devices visiting discount grocery, dollar stores and community assistance centers.
The campaign launched in May with 4 static branding ads which the team then animated on June 14 to boost and optimize engagement. New animated creative was developed and implemented on July 27.

To date the campaign has consistently over delivered on the guaranteed impressions for all the media tactics.
Billboards: May: 34% over goal; June 78% over goal; July 107% over goal and August 105% over goal.
Transit Impressions; June -August: +7,411,800 above guaranteed.
Digital: May - August avg. of +88,705 above guaranteed.
Campaign Highlights: 87.7% increase to site traffic; 67.9% over-delivery on billboard impressions. Conversions for dominant display increased 33%.