Enbridge Gas: Long-term Campaign Success
Designing impactful campaigns, year after year
Our decade-long partnership with Enbridge Gas (formerly Dominion Energy) in Utah, Idaho, and Wyoming is an ongoing journey of collaboration and adaptation. Every year, we work to make their messaging about ThermWise, an energy rebate program available to homeowners and businesses, shine in order to grow awareness of the program and drive participation.
Our Process
Fueling energetic marketing
Thermwise marketing demands energy and efficiency, and we deliver that with every annual campaign. Preparation starts months ahead of the January to April campaign window. To ensure messaging resonates with customer needs, we conduct a yearly survey. In 2023, the survey revealed that saving money and energy were top priorities for the target audience. As a result, we shifted the 2024 campaign approach to emphasize these benefits, bolstering an online presence with a refreshed website, engaging social media content, and targeted digital advertising.
Our Work
Refreshing content, expanding reach
Based on research, we crafted a strategy to target the most effective content channels. Our team's ability to foster strong relationships with media representatives resulted in a substantial ROI that showcased exceptional added value. What began as 1,220 broadcast/cable paid TV spots was bolstered by the no-extra-charge inclusion of an additional 1,677, accounting for nearly 60% of the total spots delivered. This saved Enbridge over $193,000. To ensure broad exposure, we also incorporated social media, radio, programmatic digital, and streaming.
The ThermWise campaign delivered strong results that lasted. Year-over-year, it yielded growth in website traffic and engagement and indicated strong brand awareness and recall for the ThermWise program in general. Perhaps the most rewarding part? Survey responses revealed the truth: Customer feedback on campaign messaging was overwhelmingly positive.
Successes include:
36,896,415 impressions delivered across traditional* (broadcast/cable) and digital media
31,384 clicks delivered across digital media
*Traditional media impressions include all broadcast TV and terrestrial radio partners, with the exception of the UnivisionTV station and smaller market radio, as impressions for those are not available.
Outcomes
The strategy's effectiveness proved undeniable. Even with a reduced media budget, ThermWise recognition soared, demonstrating our ability to achieve exceptional results through creative optimization. A randomized survey of 700+ Utah residents measured the impact:
86% said they would take steps to conserve energy in their homes.
61% recognized the ThermWise name in 2024—an increase from 56% in 2020.
90% agreed that utility companies should offer energy-saving programs.
It’s clear that ThermWise continues to be well-received, and customer satisfaction remains high.
Summary
Turning energy into action
Whether we’re a decade into our marketing relationship or a brand-new partner, we approach campaigns with the same goals: achieving targeted insights and actionable results.
Let’s build something powerful together.
