As part of an ongoing legacy programme, spottydog was asked by Energy Technologies Institute (ETI) to maximise the impact of an insight report into how smart technology can make low-carbon heating more attractive to homeowners. Using media relations and digital tactics, spottydog was asked to increase engagement and reach new audiences.
We developed a comprehensive strategy using media relations, government outreach, engagement with ETI partners, an email campaign and social media engagement. To creatively reach, educate and engage our audience we invited stakeholders to #RethinkHeat in a live Twitter Q&A with ETI’s programme manager, Rebecca Sweeney. To ensure success, preparation was key. From active promotion of the Q&A using emails and social media, to sitting with Rebecca to prepare likely responses we made sure all angles were covered for the event. During the 1-hour live Q&A we took our audience through a story, using animation to set the scene and answering some burning questions that had been sent in before we went live. Working alongside ETI, we monitored questions, fact-checked responses and responded in a fast-paced hour-long session
Our comprehensive media and digital approach saw great results. We secured great press coverage with a reach of over 100,000 and a request for information from a leading BBC journalist. Our emails were opened more than 2,000 times with a click-through rate of 20%. During the live Q&A, Twitter achieved fantastic results with more impressions in one day than is usually achieved over a week – over 14,100 impressions. Educating and engaging our audience was a key KPI for ETI and reached an outstanding 1.8% engagement rate.