A scheme run by E.ON in partnership with Devon County Council and the nine district councils to help people save energy and money by insulating their homes. We were tasked to generate leads and drive installation of energy efficient measures to homes across the county.
TARGETED ONLINE CAMPAIGN
We crafted a digital strategy which was underpinned with a number of key insights which included a highly-targeted online campaign. The messaging had to be simple, direct and unintimidating for the target audiences.
We needed to be very clear about the benefits of the scheme, make it easy to understand and easy for consumers to apply. Across all of our messaging we had to consider the different needs of householders versus landlords, the seasons and ensure that it was straightforward for both groups to access the information they needed.
EASY TO UNDERSTAND WEBSITE
At the heart of the online campaign we created an easy to understand website that took account of audience personas, segmentation, interactive wireframing and user journeys.
A highly-targeted digital advertising campaign was the main driving factor and took advantage of a number of cost-effective digital channels which included:
- Google AdWords & Google Display Network
- Facebook advertising campaigns
- Advertising on the websites for the key Devon media titles
- A presence on the local websites for relevant communities such as Gumtree and Landlordzone
The company Facebook page enabled us to establish a dialogue with consumers and provided a forum in which they could raise any questions about the scheme. It also helped to improve the SEO performance of the main site and reinforce above the line advertising activity.
INCREASED MEDIA COVERAGE
The launch of CosyDevon received higher than expected media coverage across Devon and has been very well received by consumers and by all the stakeholders/local opinion leaders. Within nine months of the official launch, 2,300 energy saving measures had been installed in homes across Devon and we reached all of the campaign targets.
