The What If campaign received the 2022 Social Media Campaign of the Year award.
Background
In order to fulfill its ambitions to decarbonise energy in the UK, National Grid needs to be able to connect offshore windfarms to the electricity network. In 2022 Cavendish was appointed to elevate the debate about the requirements for new pylons and other infrastructure to be installed beyond the communities directly impacted by it and generate support from a wider, regional audience.
Strategy
We devised a campaign called ‘What If’ that aimed to help people better understand the bigger picture behind why new infrastructure is needed. The campaign sought to engage a wider audience and mobile supporters of renewable energy to support National Grid.
Messaging focused on both the negative outcome if the infrastructure isn’t built: What If we don’t have enough green energy, What If we can’t stop climate change; to the positive outcomes if it is: What If East Anglia became a green energy hub, What If we create new jobs and investment.
As well as creating out own organic content for the social media campaign, we worked with two carefully selected, social influencer to extend out reach and tap into their audiences. They posted about the need to support green energy/offshore wind and linking through to the ‘What If’ website that we created.
The
results.
By the campaign midpoint, the influencer content had generated 37.5K views and we’d directed 5,400 people from the social posts to the campaign website. The best preforming of the two influencers has had over 3,000 likes.
As a result of the campaign, we have been able to change the tone of the conversation around the need for new infrastructure.
The What If campaign received the 2022 Social Media Campaign of the Year award from PRCA.
37.5k
Views of the influencer content by the campaign midpoint.
5,400
People directed from the social post to the campaign website.
