Powering up a diverse media mix for a common good.
Upping everyday livability, reducing energy usage, saving money, and ultimately conserving our natural resources? That is Energy Trust of Oregon’s (ETO) singular mission. Ambitious — and 100% doable. Ensuring that mission reached the wildly different communities across Oregon was GB’s Media team’s charge.
With multiple programs aimed at a variety of audiences, a media mix that accounted for regional, cultural, and even language differences was critical. The key objective: raise awareness of Energy Trust of Oregon’s offerings among diverse new audiences — primarily multicultural and rural — and motivate prospects to learn more about program incentives, energy efficiency, and renewable energy.
Our media plans for raising awareness around ETO’s three different programs — brand, consumer, and commercial — centered around a program-specific, high frequency, engagement-driven media mix, prioritizing new audiences across digital and traditional tactics.
Along with tried and true channels like Facebook, online video, and out-of-home, the campaigns included high impact interactive display, a linear TV buy for the Summer Olympics, and Pinterest. To track campaign metrics in real time, we used an interactive reporting dashboard, showing campaign metrics across all programs and highlighting results.
To achieve the reach needed, we tapped into traditional and digital channels including out-of-home, broadcast and cable TV, a Summer Olympic Package, traditional radio, and print, as well as programmatic and high-impact display, paid social media, Connected TV, online video, and streaming audio.
