Massachusetts residents want to reduce their energy costs and environmental impact, but navigating clean energy options feels overwhelming. The technologies exist, but homeowners, renters, and building owners don’t know where to start, what incentives are available, or which solutions are best for their situation. Meanwhile, Massachusetts has ambitious clean energy goals that can only be achieved if residents adopt these technologies at scale.
We transformed the Massachusetts Clean Energy Center into the Commonwealth’s most trusted clean energy advisor through comprehensive educational resources and multi-channel outreach. Rather than promoting generic environmental benefits, we created targeted messaging that showed homeowners, renters, and building owners exactly how clean energy technologies could save them money, increase comfort, and reduce their carbon footprint.
Our integrated campaign used both digital and traditional channels to reach every demographic across the Commonwealth in multiple languages, turning complex energy decisions into clear, actionable steps. The result was a trusted platform that empowers residents to confidently choose clean energy solutions while accelerating the state’s transition to a sustainable energy future.
The campaign delivered exceptional results, driving over 32K conversions across 40M impressions with a $14 cost per conversion. Our approach generated a 477% increase in impressions and 133% more clicks year-over-year while improving efficiency by 14%. Search achieved an outstanding 45% conversion rate. When broadcast TV and out-of-home launched, branded keyword impressions increased 568% and conversions jumped 17% within the first month.
