The last campaign of the EngageLab was – for the second time – about Gas. You can find the first Gas Campaign here.
High energy prices & geopolitical tensions with Russia open a window of opportunity to educate about natural gas. The german population – based on years of Gas-Lobby campaigns – have not well understood, that gas is a climate killer like coal & phase-out in the context of Energiewende is urgently necessary. This campaign aims to educate about this…
The strategy was to place over 80 ad-variations on Facebook and Instagram and target 3 of the MoreInCommon segments: the Involved, the Open and the Established.
A highly interactive landing page ‘Mit erneuerbarer Energie die Abhängigkeit von fossilem Erdgas beenden‘ with a quick-quiz brought the Anti-Gas Story alive.
The campaign reached over 1.1 million users at a CpC of 1,16€ and a CpE (Engagement: scroll to the bottom of the landing page) of 9,76€.
full case study [PDF]