Project
Faced with increasing political headwind, Canada's oil and natural gas producers were moving into the third year of their 3-year communications strategy to Hold, Intensify and Grow support in the industry.
In order to "Grow" support, the conversation with Canadians needed to evolve from the "Raise Your Hand" campaign (which targeted core supporters of the industry) to engage conditionally supportive, but geographically-distant Canadians in a positive way. A very difficult connection to make with an audience that has minimal connection to, or interest in, energy issues ...
Shifting from public opinion polling, to market insights research was vital in identifying the opportunity to bridge this gap; share stories about the industry's innovation ... in a straightforward, NEW way.
It was clear that to reach conditional supporters across Canada, the industry needed to stop pushing it's position, and instead shift the approach to being one of shared values - family, community, desire to improve, pride - where the extremely technical innovations in operations, could be relatable and fascinating to the average person in a conversational way.
Result
The Energy Tomorrow 2017 campaign, based on the concept of "Momsplaining" was an extensive, 7-month, always-on program across traditional and sophisticated social media and digital applications. Heavily weighted to video assets, the campaign was built profiling nine projects from member companies and included over 40 video segments, 275 digital creative pieces, 9 animated GIFs and an interactive website.
Campaign performance delivered, and exceeded, on the project goals including: minimum of 0.60 CTR over 7-month program (0.30-0.50 industry standard), greater than 30% recall in all markets and greater than 250,000 website visits.
In addition to meeting the goals, the campaign posted an impressive 72% completion rates on skippable videos (advertising standard is 8-14%), and more importantly trust in the industry (post-advertising exposure) increased by 18-22% with the top three ads in key markets of B.C.
and Ontario. The campaign will be continuing in 2018 with minimal adjustments - something not accomplished with any other CAPP campaign since the advertising program began in 2010.