Case Study

Energy Company Recruits 75,000 Highly-Engaged Supporters

In-banner verification program demonstrates a 91% audience accuracy rate

Summary:
An energy company that wanted to recruit supporters of its position on sources of energy worked with Resonate Networks to identify a custom audience based on attitudes, values and a select group of engagement metrics.

The media plan that Resonate Networks created and executed enlisted 75,000 new supporters, achieving the energy company’s goal. These new supporters were also 8x as likely to take follow-up actions after the initial signup, making them more valuable than supporters recruited through other channels.

Objective:

An energy company wanted to increase public support for its position on sources of energy. The campaign had both a quantity and a quality objective: in addition to indentifying and recruiting an audience of likely supporters, the client also wanted to gain valuable audience insights.

Strategy:

Resonate Networks used the energy company’s input and our proprietary Human Values Targeting database to create a media plan comprised of sites with very high concentrations of people in the energy company’s target audience: those whose attitudes and values make them likely to support the energy company’s position, and whose personalities and conviction in the issue create higher levels of engagement.

Additionally, Resonate Networks used audience verification surveys to prove the accuracy of Resonate Networks’ methodology, demonstrating that the audience reached by the campaign matched the attributes sought by the advertiser at 91 percent.

Results:

The Resonate Networks campaign recruited 75,000 new supporters for the energy company. Matching the advertiser with an audience of people who share the same values and attitudes resulted in significantly higher engagement than those recruited by advertising other partners. The new supporters took action at 8x the rate of other recruits in the follow-up activity that was critical to the campaign’s overall success.

Furthermore, the audience verification surveys that proved the accuracy (91%) of the target audience allowed the advertiser to draw valid conclusions from the campaign analytics, as it knows the precise profile of the audience that responds well to the messages in the campaign.