Energia have partnered with GIY to GIG since 2016. Having had different campaign iterations, including home growing focus in 2021, this year, based on insight, we focused on community growing in the wake of Covid and the easing of social restrictions. Insight showed a rise in community engagement and activity where opportunities arise, and we wanted to enable and encourage communities to get together and grow, aligning with Energia’s business objectives and allowing us to engage authentically in the conversation.
Approach
Underpinned by ongoing media-relations and partnerships across three main phases, our extensive PR strategy, focusing on engagement and reach, included:
1) Launch communications focused on securing premium coverage driving awareness and registrations for Free GROWKits. We partnered with a local community group to help bring to life an impactful photocall featuring our campaign ambassador. 2) We developed a community of authentic micro-influencers and promoted physical communities involved through media partnerships with national radio and TV stations. 3) We announced plans for GIGDay and activities people could get involved with, also creating an immersive experience for our influencers at GrowHQ. 4) We prolonged campaign momentum to end by involving people in many ways via social and through regional media outreach, detailing the stories of Community Grow Group winners.
Results
Independent evaluation showed our strategic creative approach to PR lead to maximum exposure while maintaining our narrative from launch to GIGDay. Results showed an astounding impact on brand imagery, campaign engagement and sponsorship impact, rocketing awareness figures to an all-time high.
