Branding campaign of a new, more efficient generation of solar panels.
The biggest challenge to this campaign was finding a way to focus ad spend on consumers who have an interest in solar power, a validated need to purchase solar panels and as well as the financial resources to do so.
Many people are interested in renewable energy and the impact it has on reducing climate change, but if they rent their homes or live in an apartment they have no need to purchase solar panels themselves.
Our audience data is perfectly suited for this type of campaign, enabling marketers to layer on multiple attributes to pinpoint the ideal audience. In this case, we recommended the client target by a combination of home ownership, type of housing, and a higher level of education. Owning a physical house validates the need, ensuring that targeted consumers can actually install the solar panels if desired, and not people who are simply interested in renewable energy.
A higher education level was seen as a proxy for interest in protecting the environment, as well as the ability to see the cost-benefit analysis of investing in panels now to reduce energy costs going forward. The final criteria was household income level, with Digiseg recommending the campaign target households within the XX% of wealth.
Due to the full reach of our data, the campaign was able to reach slightly more than 1 million impressions. The targeting strategy was spot on, as evidenced by the high number of clicks and above average CTR: