The Ask:

Motivate homebuyer and builder interest in ENERGY STAR certified homes … and give them a reason to turn to PECO for energy efficiency resources and rebates.

The Solve:

Remove the guesswork for homebuyers and builders alike by illustrating the benefits of ENERGY STAR certification – and showing them how easy it is to work with PECO. We revamped PECO’s webpages and created two companion videos to engage and educate our target audiences about the value – physical, monetary and emotional – of ENERGY STAR certified homes. Ultimately, our goal was to drive them to connect with PECO so they could start enjoying those benefits.

The Ask:

Over the past decade, there has been a monumental shift in homebuyers’/homeowners’ desire for more sustainably built homes in the shape of increased comfort, consistency of temperature, control over utility bills and improved indoor air quality. And yet, real estate agents and home builders – two crucial partners in the home buying process – aren’t always equipped to respond or proactively sell the benefits of a green home. They lack understanding – and sometimes also awareness – which ultimately has the potential to risk closing the sale. The National Association of REALTORS® and the National Association of Home Builders wanted to educate their members to sell better homes.

The Solve:

A first-ever educational joint initiative was created to meet the need. The campaign “Home Performance Matters” presents both builders and real estate agents with facts and practical next steps for marketing green homes. Phase one of the campaign comprised developing the campaign concept, a fact sheet, infographic, banner ads, newsletter article, print ad and social media posts to promote the campaign and educate both NAR and NAHB members about the value of working together. Phase two will encourage homebuyers to talk to their builder or REALTOR® about the benefits of green homes.

The Ask:

We had polled American business decision-makers and consumers to gauge their reaction to Scott Pruitt’s appointment as head of the EPA. Our data revealed that confidence in the EPA had plummeted … and the Environmental Defense Fund wanted to capitalize on this moment to engage the business community and facilitate positive environmental behaviors.

The Solve:

A digital campaign was created that called on companies to “lead from the front” with confidence, because “EDF has your back.” We put this urgent call to action right in front of C-suite executives through a short, highly targeted and optimized media buy to make sure EDF’s voice was heard at this critical time. The result was 11 million views and great view-through and click-through rates compared to industry averages. EDF is continuing its mission – and businesses truly are stepping up to lead in sustainable innovation and environmental protection.

The Ask:

You don’t think about what’s behind your walls, but our client does. And so do we. With spray foam insulation capitalizing on market share, NAIMA (North American Insulation Manufacturers Association) wanted to invest in a consumer outreach campaign to get homebuyers to choose fiberglass insulation. The challenge? Whether you’re remodeling your home or building a new one, you have a mind-numbing number of decisions to make. With everything you have to think about, the question of what’s going inside your walls – where no one will see – is probably not near the top of your list. But it should be, because you only have one chance to do it right.

The Solve:

A digital pilot campaign was created that educated homebuyers on the importance of making their own insulation decision vs. letting their builder/contractor call the shots. We connected the dots for our audience to show them that nothing affects a home’s overall comfort, health and cost more than the insulation inside their walls. Our Breathe Easy creative approach set the tone of stress reduction as opposed to another thing to worry about AND served as a great entry point to the ever-present issue of health in a home.

The Ask:

Homeowners were convinced they didn’t have an energy efficiency problem – so communications about our sponsors’ efficiency solutions weren’t sinking in. But ignorance wasn’t bliss – homeowners still dealt with energy and comfort issues. We needed to wake them up to the cause – energy inefficiency.

The Solve:

A PSA campaign was designed to connect energy efficiency (or, the lack thereof) with a memorable and relatable scenario: everyday family drama. By putting a lighthearted spin on two common household disputes, we helped the audience see they did indeed have an efficiency problem.

The Ask:

Help a utility client and their city and county municipal partners start a grassroots initiative to promote energy efficiency and renewable energy across the socioeconomic spectrum and stave off an increase in peak energy demand in the area.

The Solve:

Name, brand and strategically advertise the initiative to inspire and drive community support for clean energy – energy efficiency plus renewable energy – as the way forward for Buncombe County, North Carolina. We named, designed and developed a logo treatment that presents energy efficiency as the path to a brighter future. This name and logo was tested with rave reviews. We built a standing microsite to serve as a centralized hub for easy access to Duke Energy’s efficiency programs, volunteer opportunities to make homes more efficient, and a place to donate to help lower-income neighbors. We also created various collateral pieces, produced a short hype video for local organizations to use with their employees and customers, and developed co-branded materials for the Blue Horizons Project and Duke Energy. It was very important to tap into Duke’s customer base, allowing for “free” advertising for the Blue Horizons Project to a very interested target market.

The Ask:

The initial ask was to refresh their website. But after immersing ourselves in their business, we realized they were dealing with a much larger issue: they weren’t clearly communicating who they were or why businesses should partner with them. As a result, the program faced a fundamental visibility challenge within the industry.

The Solve:

Build the Cotton LEADS brand via thought-leadership activities and trade advertising, ultimately raising awareness of what the program is and inspiring companies to take up the banner of sustainable cotton production.

The first step was to clearly, concisely reimagine how the program describes itself and invites partners to engage. We crafted the line “Committed to cotton. Committed to good” to capture the program’s value proposition, and then brought that to life through a combination of assets, including a website, trade advertising campaign, point of sale materials and videos.

The Ask:

Upselling isn’t easy – especially insulation. CertainTeed Insulation wanted to help builders/contractors successfully engage their customers more easily and effectively around the topic of insulation. So, we partnered together to develop a web application affectionately known as the Insulation Selection Tool (IST).

The Solve:

We created this mobile-friendly tool to help consumers realize how crucial insulation is to making a home healthy and comfortable – and to help builders/contractors upsell insulation more easily. By aiming for both of these goals, we helped position CertainTeed as the go-to insulation solutions provider.