Positive has used the following skills/services in the project.
Launching ESB into the highly competitive UK energy marketplace with a new and differentiated website and digital channel strategy.
The Brief
ESB Energy is Ireland’s oldest and main energy provider entered the British market after a decade of preparation and a £2 billion investment – mostly in sustainable energy. However, the company needed to build brand recognition and connect with British consumers who had been spoiled for choice in energy providers, no easy task.
Solution
After extensive research and customer modelling, Positive created a highly targeted niche audience of 40+, larger family households, who purchase their energy based on what they stand for, as much as they do on price and service.
Building on a strategy that was very much one message does not fit all, we created micro-audience groups within the target group, all with different identified needs and circumstances.
The key was targeting audiences willing to pay a little more for an energy provider because their brand values and mission matched their own – a sustainable and clean future for everyone.
Results
Developing four different sets of creative messaging allowed us to tap into the inner needs of these different audiences with a channel mix of PPC and Display with price, service, trust, and sustainability messages.
We lead with a brand proposition of ‘Creating a Brighter Future for All’, highlighting ESB’s continued investment in sustainable energy in the GB market, backed by their rich heritage of building a responsible future.
This was further bolstered through a social media strategy showcasing ESB’s values in an engaging, sharable way, delivering this message to the right audience at the right time.
5% Average Engagement Rate on Social Media
26x Increase in Followers on Facebook
46m Display Impressions –23x more than Target
8.4% CTR on Display Ads