After years with no rate change, Santee Cooper needed to make an increase. Instead of making the change and relying on PR to plan defense, the client allowed us to develop a campaign that focused on power-saving habits for users.

We created a PSA campaign on how to “Defeat the Peak” and use less energy during “peak” hours. We knew graphics highlighting ways to cut down usage would not work. We had to create competition. We did this through a “sitcom approach” of two families, leaning into humor, competition, and bite-sized social posts that grabbed attention.

The campaign was rolled out across social media, pre-roll, OTT, and broadcast.

• 1.29M + Completed Video views (79% view-through rate)

• 3.73M + Total Impression across channels

• 55k+ website session with 62% engagement rate