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The Client

Southwestern Electric Power Company (SWEPCO) is an investor-owned electric utility that provides power to homes and businesses in Arkansas, Louisiana, and Texas. SWEPCO is committed to promoting energy efficiency and sustainability.

The Challenge

SWEPCO needed to educate its diverse customer base on saving money, reducing energy consumption, and accessing rebates while promoting energy efficiency and sustainability. To overcome awareness gaps, we simplified complex programs into actionable steps, highlighting the tangible benefits of energy-efficient practices. By emphasizing long-term savings and environmental impact, we aimed to inspire action, build trust, and empower customers to make informed decisions that benefit both their wallets and the planet.

The Strategy

When I took over the SWEPCO account, it was underperforming and on the verge of being dropped. By diving into customer personas, encouraging innovative thinking, and challenging my team to break from past approaches, we revitalized the partnership and restored SWEPCO’s confidence in the agency. Our fresh, data-driven strategy delivered a standout creative campaign through a multi-channel approach, including paid social, banner ads, Google AdWords, targeted emails, and a dedicated microsite, resulting in a more impactful and effective customer engagement.

The Strategy

When I took over the SWEPCO account, it was underperforming and on the verge of being dropped. By diving into customer personas, encouraging innovative thinking, and challenging my team to break from past approaches, we revitalized the partnership and restored SWEPCO’s confidence in the agency. Our fresh, data-driven strategy delivered a standout creative campaign through a multi-channel approach, including paid social, banner ads, Google AdWords, targeted emails, and a dedicated microsite, resulting in a more impactful and effective customer engagement.

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The Creative

To reach our goals, SWEPCO needed a  creative campaign that truly stood out in a sea of messaging. We cleverly leaned into 1950s nostalgia, using vintage jargon and retro-styled illustrations to captivate audiences and make a bold statement: it’s time to leap into the present. With playful taglines and visuals reminiscent of old-school ads, the campaign humorously contrasted outdated habits with modern energy-efficient solutions. The messaging highlighted how SWEPCO’s EE products and rebates empower customers to save on electricity while embracing sustainability. This unique approach not only grabbed attention but also resonated with audiences, creating a memorable connection that set SWEPCO apart in the industry as both innovative and relatable.

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2.5x

2x

3x

The Results

Clickthrough rates for Google AdWords were more than 2.5x the previous year’s campaign

Clickthrough rates on customer emails were more than 2x the previous year’s.

Facebook estimated ad recall after 3 days had almost 3x the impact of the previous year’s with the same budget.

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Client: SWEPCO
My Role: Writer, Strategy

ACD: Emily O.

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