Genesis Energy says Happy Winter
Porter Novelli was part of a team that created ‘Happy Winter’ – a campaign by Genesis Energy celebrating the best things about the chilly season.
The PR brief was to raise awareness of Genesis Energy and the $250 saved when people switched energy provider to Genesis Energy. Our approach focused on influencer engagement.
A ‘Happy Winter’ pack was sent to 20 influencers with medium to high profile blogs, containing lots of winter goodies, plus an orange knitted beanie, with recipients encouraged to post a photo of themselves in the beanie online to win a state-of-the-art Panasonic camera. With people using #genesisenergy and #happywinter we saw a reach of 461,000 social followers achieved through this activity.
In a targeted approach, we worked with five bloggers who created content that focused on what they could enjoy this winter, after saving $250 thanks to Genesis Energy. Each blogger was also given a $100 giveaway for their followers.
Bloggers wrote about getting the most out of Winter by: planning a winter escape, styling your cosy lounge, creating a home gym, making your bathroom into a winter oasis and updating your winter wardrobe.
As a result, 205,000 followers were reached through the blogs and an additional 181,000 people were reached through the giveaways.