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Utility Bidder 'What uses the most energy in your office' media campaign

Tim Gibbon (Social Media Portal (SMP)) - 03 April 2020

Utility Bidder's #yourenergywaste campaign by Click Consult  educates about energy efficiency

Utility Bidder logo 300x300Brand: Utility Bidder
Campaign: What uses the most energy in your office / #yourenergywaste
Budget: Five-figure sum
Region: UK
Duration: 1/3/2020 to 30/5/2020
Media: PR, search marketing and social media

Social Media Portal (SMP): Agency behind the campaign

Utility Builder (UB): Click Consult.

SMP: The brand

UB:  Utility Bidder provide businesses with competitive quotations as well as additional energy agreement services. It can provide an array of quotations because they have access to over 25 major suppliers, including the famous big six. Other services include bill validation, capacity reviews and new meter connections.

SMP: What regions is the campaign for?

UB: The campaign is live across the UK.

SMP: The official campaign name and why was it chosen?

UB: The official name is ‘What uses the most energy in your office’, and it was chosen to attract attention and the awareness from financial decision makers within companies.

Utility Builder 'what uses the most energy in your office' infographic

SMP: What was the start and end of the campaign?

UB: 01/03/2020 to 30/05/2020

SMP: The target audiences of the campaign, who are you trying to reach and why?

UB: We are trying to reach business owners and those in charge of office finances. We also want office workers to see the campaign and to act by switching off their computers and other electrical appliances.

SMP: Briefly, tell us about your campaign.

UB: It makes companies aware of the costs associated with running your equipment and appliances in the office, and how big these bills can become if you don’t shop around for prices. We also wanted to raise the point that appliances left on standby still cost the business energy as well as being bad for the environment.

SMP: What are the goals of the campaign and why is it different?

The purpose of the campaign was to present Utility Bidder as an industry leader with key knowledge that HR executives, directors and office managers value, and to initiate these people to view Utility Bidder as a solution, prompting people to visit their site and view options in further reducing utility costs.

This is different as the campaign directly highlights what many businesses would be interested in (cost reduction) especially during a period of financial uncertainty like we are currently facing.

SMP: The media you’re using?  

UB: We are using online platforms and have featured in a range of online publications for this campaign so far. As this campaign’s main purpose was to earn links and visibility, we chose to focus our energy on this and getting organic coverage rather than split our efforts between coverage and social media mentions.

Whilst we still encouraged social media mentions and conversations, we weren’t measuring the success of the campaign on this but instead focused more on gaining relevant placements and being listed in publications which would be read by business owners.

Utility Bidder website 600x300

SMP: What do you hope to achieve?

We hope to generate site visibility and site visits using the campaign and gain mentions from publications to generate conversation with a brand that relies on businesses being in the office, which is particularly difficult during this time.

SMP: What are the challenges in creating the campaign and how did you overcome them?

UB: Due to COVID-19, most offices and workplaces began to close, meaning there would be less concern and conversations around energy use in the office. As such, the campaign focus shifted towards energy used in the home whilst still working, looking at the cost of appliances in the home and how much more bills would cost.

We also changed our outreach strategy to focus on largely mainstream publications as the focus of the press release would be on employees and also found more information on a way for employees to claim back up to £18 a month on their bills due to working from home from their employer, adding an informative solution to the issue.

SMP: What are you doing to measure the campaign and what measurement tools do you have in place to do this?

Clicks campaigns are measured by hares and manually searching ‘Utility Bidder’ in Google. Click always create hashtags and monitor the response on social media using social listening streams.

SMP: What is the budget used for the campaign?

UB: The budget for this campaign is a five-figure sum.

SMP: How are you making the campaign social and shareable?

UB: By asking readers to engage with the hashtag #yourenergywaste on social and by giving journalists the infographic to use on their site which includes the Utility Bidder logo.

SMP: Are there any dedicated hashtags or social media profiles for the campaign and how/why did you chose these?

The hashtag was chosen by the team at Click and was representative of the new campaign that was focused on energy usage in the home.

The Utility Bidder social media profiles engaging with this campaign are on Twitter @UtilityBidder and Facebook.

SMP: Where can we see it?

UB: It can be viewed directly on the Utility Bidder site.

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