Building and Engaging a Unique Audience with Paid Media

Challenge:

A national clean energy advocacy group wanted to communicate the benefits of federal clean energy policy to Pennsylvanians especially those who received a steady stream of disinformation from fossil fuel interests. We wanted to focus on shaping perceptions and telling the story of how clean energy investments can benefit communities and workers in Western Pennsylvania.

Strategy:

As part of a $200,000 campaign, we created an audience of 1,000-2,000 union members in Western PA and created a ~200,000 person look-alike audience to deliver CTV ads in Allegheny, Armstrong, Beaver, Butler, Cambria, Fayette, Greene, Indiana, Lawrence, Somerset, Washington, and Westmoreland Counties. We understood this audience to be interested in manufacturing and the growth of trade jobs but we needed to reach them and connect clean energy to opportunity in their communities. We found that this audience was easiest to find, reach, and persuade on CTV.

Execution:

• Using quantitative and qualitative data created a targeted audience, receptive to our message.

• Utilized geofencing to target voters in swing districts.

• Delivered ads across premium streaming platforms to ensure high viewability.

Results:

• Generated almost 650,000 impressions among the target audience with a 98 percent video completion rate.