It goes without saying that most people don’t think about their utility companies very often, if at all. Perhaps only once a month when reviewing their energy usage or paying their bill. But every day, Black Hills Energy is there in the background ... ready and growing to meet its customers’ needs. Lending meaning to that growth, Black Hills Energy invested in advertising for the first time with a core focus on boosting brand awareness.
In the Ready campaign, we feature the inspirational stories of three customers who are pursuing their dreams with the quiet yet unwavering support of Black Hills Energy. Travis McConnell is an accomplished chef who is leading the sustainable food movement in his home community of Bentonville, Arkansas. Klara “Belle” Kowar of Woody Creek, Colorado, is a nationally competitive teenage ice dancer. And TJ Saddler is a singer, musician and music producer in Lincoln, Nebraska.
Regular audience research shows consistent, positive movement. We also observe in qualitative and quantitative research that pairing the Ready platform with energy efficiency information makes for an especially powerful conversation starter with our audiences. We’re considering these insights and unique regional events as we refine the campaign and media investments to consistently boost the brand.
Increase in unaided brand awareness from 2018 to 2020
Lift in brand experience
Rising brand positivity among those aware of ads