How did a southern California utility company increase awareness and interest for their different pricing plan options using high-impact creative?
A utility company located in southern California was looking to increase customers’ awareness, understanding, and engagement with their different pricing plan options. In addition, they were looking to educate customers on energy management tools and behaviors to help customers manage energy consumption during the winter months. Their target audience included adults 25+ in the San Diego area. To maximize exposure, they wanted to test out ad creatives that spoke to both English- and Spanish-speakers. The utility company enlisted Digilant to help.
Strategy
Digilant used a mix of tactics including behavioral targeting to find new customers and smart retargeting to drive sign-ups. In addition, Digilant leveraged its partnership with Cavai, a conversational advertising company, to drive audience engagement and education. Digilant tested both English and Spanish language ads to determine what resonated most with the client’s target audience. By pairing the Cavai ad formats with behavior targeting and smart retargeting, Digilant was able to reach audience members who were previously served a display ad but did not click, or who visited a pixeled landing page and did not convert.
Using Cavai’s conversational ad unit, Digilant was not only able to reach and engage their target audience, but they were also able to collect valuable audience insights.
Results
- Total Impressions: 2,088,284
- Click-Through Rate: 0.18%
- Engagement Rate: 59.20%*
- Conversion Rate: 90.19%**
High Lift Audiences
- Budget Conscious Suburban Residents, 38.78x lift
- Baby Boomer Homeowners, 28.24x lift
- Business Decision Makers, 13.85x lift