WE SOLVE FOR: RE-ENERGIZED BRANDS

Constellation, a leading competitive energy supplier in the U.S., engaged its marketing partner Weber Shandwick to launch its first brand campaign in the company’s 20-year history. With more than 2 million customers — including more than two-thirds of the Fortune 100 — Constellation had established a firm foundation of product and service excellence. In addition, the company’s successful B2B marketing program — also designed and executed by Weber Shandwick — had built a robust retail energy business pipeline in a highly competitive marketplace, signaling a measurable interest among prospects in learning more about the company and its energy offerings.

THE CHALLENGE

Weber Shandwick faced a two-fold challenge: distinguish the company in a “sea of sameness” among electricity and gas supply competitors and build awareness and recognition for the unique value the brand delivers to customers exercising their energy choice.

THE SOLVE

A paid media strategy was driven by a partnership with 15 unique media platforms spanning online video, top business print magazines, targeted banners, streaming audio and social media — together delivering high-quality and highly targeted messaging across one efficient media buy. We developed and launched a video-rich landing page providing an online portal experience to lead visitors seamlessly to targeted areas of Constellation.com, enabling lead capture by marketing and sales teams. Advanced targeting and analytics helped to drive campaign efficiency, enable message optimization and maximize measurement. A high-impact, high-energy creative approach around the theme “Many Questions, One Answer” focused on Constellation’s unique ability to bring clarity and simplicity to what is viewed by most to be a complex and confusing energy purchase decision.

THE RESULTS

In the post-campaign survey, 42% agreed that the ads raised their awareness of Constellation, 32% said the ads improved their familiarity with Constellation, and 30% said the ads got and held their attention. The campaign delivered 152 million impressions — an over-delivery of 7.8 million impressions for $86,000 in added campaign value. The campaign resulted in an increase in Constellation being noted for its energy expertise and good value. Overall, the campaign exceeded expectations for media delivery, pacing and page-visits generated.

AWARDS

  • 2019 Hermes Creative Award
  • 2019 International MarCom Award

Work with Us

Let us help you solve the challenges facing your organization. Email us at: hellobaltimore@webershandwick.com

Weber Shandwick is a leading global communications firm that delivers next-generation solutions to brands, businesses and organizations in Baltimore and major markets around the world. Led by world-class strategic and creative thinkers and activators, we have won some of the most prestigious awards in the industry.


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