Campaign: Energy Idol
PR team: Cohn & Wolfe
Timescale: December 2010-March 2011
Ebico, the UK's not-for-profit energy supplier, identified Facebook as a key channel for communicating with existing customers and decided to build it up to use as a base for future campaigns.
- To increase the number of Facebook fans on the Ebico page by 20 per cent
- To build on existing relationship with Ebico advocates.
The PR team created a Facebook quiz, called Energy Idol, to test consumers on their knowledge of energy efficiency and sustainability, which drove visitors to the Ebico Facebook page. Each entrant was put into a prize draw to win one year's supply of free electricity and five people were selected at random during the campaign period. Ebico and Energy Idol were integrated into a number of channels including paid-for ads on Google and Facebook. The drive was also supported by Ebico's Twitter feed and blog.
Measurement and evaluation
The campaign attracted more than 1,100 new 'likes' for the Ebico Facebook page - 563 per cent more than the initial target of 20 per cent.
The Ebico Facebook page now has more than 1,700 fans, a 146 per cent increase from the 711 fans before the campaign.