Client: Efficiency Alberta
Services: IA/UX, Mobile and Desktop Website, Campaign
Summary
Kumu Agency was hired by Energy Efficiency Alberta to build and develop the website for their residential energy efficiency program, and run digital marketing campaigns throughout the year. For the campaign marketing we did extensive digital advertising across Google, Facebook and Amazon, and we ran a spring and summer contest, which we are extremely effective and achieved excellent results.
Challenge.
In a time when consumers have a lot of competing information for their attention, and in a province that had not really had an energy efficiency program, the task was to get as many Albertans as possible engaged in taking advantage of incentives to green their homes.
Solution.
DIGITAL ADVERTISING
Kumu executed campaigns for all residential programs – including instant savings, home improvement and home appliances across Google, Facebook and Amazon. We used sophisticated geo-targeted behavioural targeting and segmentation methods that tapped into keywords like “home improvement” and “smart home technologies”, and about 145 variations of appliance and other home technology searches.
SMART HOME CONTEST
The addition of a contest microsite to further engage people and drive home the message of how to make your home more energy efficient. The contest ran for 3 weeks in the Spring and Fall campaigns. The contest microsite utilized a “quiz” to engage and educate consumers.
CONTEST RESULTS
Contest Entries
16,816
Unique People Entering Contest
9,434
Our Goal
34%
Actual Entry Rate
94.5%
Social Shares
331
Organic Reach Social Shares
16,565
Time Spent on Contest
4 min 37 sec
Contest Entries
26,228
Unique People Entering Contest
15,556
Our Goal
35%
Actual Entry Rate
82.5%
Social Shares
236
Organic Reach Social Shares
57,401
Time Spent on Contest
4 min 33 sec