OVERVIEW:
Lighting incentives for PECO customers were about to be dramatically reduced. PECO needed to drive savings numbers significantly across both commercial and residential audiences before these great incentives disappeared. PECO needed a campaign that utilized new channels and creativity to sell some bulbs.
OBJECTIVE:
Drive LED sales and awareness of LED offers to PECO residential and commercial customers.
RESULTS:
The campaign period saw the highest weekly bulb sales ever in PECO’s history, even higher when adjusted for COVID. In fact, during flash sale weeks, individual stores reported a 700% increase in bulb sales.
PECO exceeded energy savings goals by a significant amount during both the 2019 and 2020 campaign years.
AVERAGE WEEKLY SAVING PERFORMANCE, kWh
THE WORK:
RICH MEDIA (Animation Simulates User ExpeRience)
OUTDOOR
Digital Banners - Residential
LED-WRAPPED BUCKET TRUCK
PAID SOCIAL
CROWN LIGHTS OF PECO BUILDING
DIGITAL BANNERS - COMMERCIAL
MORE CHARTS!
DISPLAY BANNER PERFORMANCE (CTR)
ENERGY SAVINGS MWh PERFORMANCE YoY
LED FLASH SALE
OVERVIEW:
We presented PECO with an idea. What if we took the idea of an online flash sale, but in an actual retail environment? (Pre-COVID, of course.)
We created a marketing strategy, creative, and executed the campaign for an in-store LED sale. To manage retailer outreach and implementation, we partnered with CLEAResult. Retailers were presented with special incentive pricing, a special consumer offer, and a contest for store owners that rewarded staff for creating the most creative point-of-sale display.
The retailers were enthusiastic, and customers responded. On the days of the flash sale, customers showed up with smart phones and printed PECO emails in hand, eager to purchase discounted LEDs.
FLASH SALE RESULTS:
The rate of sales during the 4 weeks of promotion shows a lift of 700% when compared to the same time period in the 60 days prior. And the year over year story shows an equally staggering result.
YoY COMPARISON: A-LINE BULB SALES FEB 15 - MAR 15
CAMPAIGN CHALLENGES:
Just a global pandemic. The impact of COVID began just as our campaign was hitting its stride. We still exceeded goals and created business success for PECO despite the disruption of COVID. As many utilities were pulling all marketing and scrambling to figure out how to adjust, this was one campaign that was allowed to run out its course despite the stay-at-home orders. And, it continued to drive energy efficiency savings even when many other KPIs were falling off a cliff.
CAMPAIGN SUMMARY:
From all measurable perspectives, the campaign was highly successful. The campaign period saw the highest weekly bulb sales ever, even higher when adjusted for COVID.
