Energy companies face significant public perception challenges. These include concerns regarding the ethical implications of their operations, such as potential links to international funding, allegations of illicit activities, concerns about profiting from vulnerable customers, and reports of unsatisfactory customer service. Consequently, consumer trust in energy providers is low.

The client’s purpose is to rebuild public trust and humanise their brand. This would be achieved by showcasing the dedication of their office and field workers who work tirelessly in all conditions.

To understand the client’s target demographic, I conducted on-site interviews at their Head Office with first responders, customer service, and marketing personnel. This provided key insights into the audience we needed to reach and the negative perceptions we aimed to address.

A key persona I established from the trip was:

Joanne doesn’t have a very high opinion of energy providers. She often thinks they are only concerned with charging her a lot of money for very little in return and poor customer service. Every experience she’s had with an energy provider, or with a government body, has been a poor one. She’s a detractor.

I benefited from the client’s highly collaborative environment, which facilitated efficient project approvals.

However, sourcing suitable non-professional actors proved to be a time-consuming challenge, impacting the project timeline.

I navigated a management deviation during one video shoot that resulted in a quality issue, necessitating a reshoot. While this increased project costs, I ensured the delivery of a high-quality final product.

I created four interactive social content marketing campaigns for the UK’s leading gas operator. These four videos showcased different areas of focus and expertise within the business. My videos generated over 15 million impressions on Facebook, YouTube, and other social channels combined.