Energy Upgrade California: Educating Californians About Energy Efficiency and Conservation
Allison+Partners was selected to lead earned and social media relations for Energy Upgrade California, the state’s flagship public education campaign urging energy efficiency and conservation. The team’s challenge was to elevate awareness of energy issues among California’s residents and small businesses statewide, position Energy Upgrade California as a resource for energy-saving tips and strategies and drive enhanced engagement and participation in reducing energy use in homes and businesses.
Allison+Partners implemented an earned and social media relations campaign aligned with key campaign pillars that included smart home technology, the nexus between water and energy usage, home improvement and clean energy financing. We also promoted the "Cool California Challenge," a statewide energy savings contest that pitted local municipalities against each other in a race to reduce their carbon footprint. Particular emphasis was placed on extending the program’s reach into key multicultural audiences. Six months into the program, the team secured 168 print and broadcast media placements totaling nearly 60 million media impressions. Asian market outreach alone generated 44 articles, 133 percent more than the entire program goal. On social channels, the team surpassed engagement rate goals on both Twitter and Instagram, attracting nearly 2,000 new followers across social channels.