OVERVIEW:
Advanced Renewable Solutions (ARS) set out to differentiate itself from several competing solar companies in the market. The business teamed up with Effectv to target potential new clients in its service area, build brand awareness, and rank top of mind in the local market for residential solar installations. ARS also wanted to communicate the value it placed on integrity and transparency through its creative messaging.
STRATEGY:
With the client’s goals in mind, Effectv combined Comcast’s first-party viewership data with third-party geographic, demographic, and psychographic data to identify the best audience for ARS. Then, we developed a multiscreen campaign targeting affluent, middle-aged families and couples interested in solar energy for their home. Television advertising initially focused on major live sports such as NFL, NBA, MLB, and NHL. As the campaign matured, advertising expanded to top TV programming on networks such as Bravo, Food Network, and HGTV, as well as brand-safe digital video content.
SUCCESS:
From the beginning of the campaign, ARS had excellent results from advertising during live sports. The company was able to attribute an increase in phone calls directly to its multiscreen campaign with Effectv, and specifically to its initial advertising during major live sports. Overall, website visits and residential solar installation appointments rose, leading to 17% year-over-year revenue growth.