Multinational utility company National Grid has always provided volunteer and service programs throughout New York State. But they were looking to make an even bolder statement — with a reinvigorated commitment both to the clean energy transition and to the communities they serve.
National Grid approached us to help with a video to promote their programs, and in the process, boost brand sentiment.
Video was a great start. But the Summer Friday team knew National Grid’s work for our communities deserved a bigger story — and greater visibility. After analyzing the company’s programs, initiatives and partnerships, we embraced an opportunity to build a multi-channel campaign.
Communities across New York benefit from National Grid’s commitment to building a brighter, more equitable future. But — let’s face it: Audiences are rarely enthusiastic about utility brands. And they’re unlikely to engage with their utility service provider’s content.
That’s why the message was every bit as important as the medium. Summer Friday began by building an identity for Project C — a cohesive campaign that not only provided positive messages about the company’s commitment to the community, but also connected with audiences before invoking the National Grid name.
power to the people
The campaign launched with a Day of Service, an event that called on more than 1,000 National Grid employees across New York to volunteer in their own communities. The Day of Service gained momentum on social media through a combination of organic posts, partnership promotions and user-generated content, creating a thunderclap moment for the launch of the Project C campaign.
After building a foundation for Project C on organic channels — including web, social, email, video and more — we’ve since expanded into paid channels. In fact, link clicks for paid social brand awareness well outperformed benchmarks, with highly engaged customers clicking on the ad 6Xs above averages, with 83% greater cost efficiency.
Most importantly, Summer Friday is proud to be a part of the future that National Grid is helping to rewrite, with Project C at the heartof it.