energyNOW.com – AdBuy Case Study

  • energyNOW.com – AdBuy Case Study Screenshot
  • energyNOW.com – AdBuy Case Study Screenshot
  • energyNOW.com – AdBuy Case Study Screenshot

Client Background

  • Energy-focused weekly television news program
  • Facebook “fan” base of 400 prior to AdBuy campaign

Solid Results

  • Two ad campaigns developed in conjunction with client creative firm
  • Weekly reporting on ad performance enables real-time campaign adjustment
  • 41,000 Facebook “fans” post campaign and growing
  • Fan base exceeded click-through rate (CTR) average at lower-than-projected cost

Overview

energyNOW! is an editorially-independent news organization created to use the latest in television and digital media to report on critical energy issues. The organization wanted to maximize social media in a campaign to draw viewership to its half-hour weekly TV news-magazine and opinion program.

AdBuy exceeded all expectations by exponentially increasing loyalty to the social media properties of energyNOW!, with a four-fold increase in Facebook fans alone. Through AdBuy, energyNOW! is engaging audiences through a direct, targeted marketing effort that is maximizing the budget of the nascent organization.

The Challenge

energyNOW! kicked off their promotional efforts with a search marketing campaign that met with limited success. “In the heat of the campaign, we could get traffic to our website up, but it was not sustainable,” admitted Greg Carney, Senior Director of Internet Operations at energyNOW!. “Our search-generated traffic would drop off as soon as the campaign ended. We needed a long-term strategy that would not only increase awareness in the U.S. market, but build solid loyalty into our viewership. It was time for a new approach.”

energyNOW! engaged AdBuy’s services and challenged the media-buy firm to increase their Facebook fan base from 400 fans to 10,000 fans over the course of 2 months. It was a challenge AdBuy was happy to accept.

“The beauty of the Facebook “fan” concept is that once you acquire a fan, very few leave,” stated Frederic Bien, Managing Partner at AdBuy. “We knew this was the path to build up viewership for the program that would stick around month-after-month. And we felt comfortable with the energyNOW! relationship, which meant that we knew we could help them hit their targets.”

The Solution

energyNOW! responded with an awareness and engagement campaign developed through a supportive relationship with the agency of record retained by energyNOW! Two provocative ads were developed; one uniting religious themes with environmental awareness, and another connecting NASCAR with renewable fuel sources.

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