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 tasked us with developing social media campaigns, including new videography and photography, to shift public perception of corporate energy companies like Cadent Gas by highlighting the dedication of their field and office teams working 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 emerged from this research:

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.

The client, provided a highly collaborative environment, enabling efficient project approvals.

Sourcing suitable non-professional actors proved a time-consuming challenge, impacting the project timeline.

A management deviation during one video shoot resulted in a quality issue requiring a reshoot. While this increased project costs, it ensured the delivery of a high-quality final product.

Four interactive social content marketing campaigns for the UK’s leading gas operator, showcasing their commitment to safety, innovation, customer service and environmental sustainability. The videos in total generated over 15 million impressions on Facebook, YouTube and other social channels combined, over a three month period.