Pinergy Social Media Marketing Campaign
This campaign was developed to drive customer acquisition for Pinergy’s Pay-As-You-Go (PAYG) electricity service. The strategy targeted Irish domestic consumers, with a particular focus on younger homeowners and renters who value control, transparency, and sustainability in their energy usage.
The aim was to position Pinergy as a modern, customer-centric energy provider that not only offers competitive PAYG options but also empowers customers to manage consumption through its intuitive app. By blending compelling creative, targeted messaging, and a structured execution plan, the campaign sought to increase awareness, drive engagement, and ultimately convert prospects into active PAYG customers.
Objectives
Increase Domestic PAYG Acquisition to 10–15 new customers per month within the campaign period.
Raise PAYG App Usage from 70% to 75%, reinforcing the brand’s tech-driven service positioning.
Achieve a Click-Through Rate (CTR) of at least 6.42% (industry average) with a stretch goal to increase it by 5–10%.
Reach a Conversion Rate of 6.96%+, supported by optimised targeting and creative testing.
Monitor Cost Per Acquisition (CPA) closely to ensure alignment with budgetary goals.
Target Audience & Persona Insights
Detailed audience personas were created using customer data, behavioural insights, and demographic analysis. The primary personas included:
Eco-Conscious Renters (25–34): Environmentally aware, tech-savvy, seeking control over costs and consumption.
Budget-Focused Families (35–50): Motivated by predictable bills and financial control.
Young Professionals (25–40): Comfortable with app-based services and responsive to digital-first campaigns.
Personas were supported by psychographic insights showing a preference for practical, transparent, and benefit-driven messaging.
Strategy & Approach
The campaign strategy followed the TOPPPSEED framework:
Targeting – Leveraged precise demographic and behavioural filters across Meta Ads and Google Display to capture high-intent PAYG prospects.
Objectives – Clear SMART goals tied to acquisition, app adoption, and engagement.
Positioning – Pinergy positioned as a tech-enabled, transparent energy provider with a strong sustainability ethos.
Partnerships – Collaboration with creative and analytics teams to optimise messaging and visuals.
Process – A phased approach from awareness to conversion, supported by consistent performance reviews.
Sequence – Multi-stage funnel campaigns, moving prospects from reach ads to retargeted conversion ads.
Engagement – Content tailored for platform-native experiences, with interactive posts and customer testimonials.
Experience – Seamless click-through to a responsive landing page and easy sign-up process.
Data – Ongoing A/B testing to refine targeting, messaging, and creative assets.
Creative & Messaging
The creative concept centred on “Power in Your Hands”, emphasising the control and transparency of Pinergy’s PAYG model. Visuals featured the app interface, real-time usage data, and diverse customers in relatable home settings.
Content mix included:
Static and carousel ads showcasing app benefits.
Short-form video for social media, highlighting quick top-ups and easy monitoring.
Testimonial-led content to build trust.
Seasonal creatives tied to energy usage peaks.
Tone of voice was approachable, clear, and customer-focused, aligning with brand guidelines while ensuring high engagement.
Execution & Channel Plan
Meta Ads (Facebook & Instagram) – Used for broad reach and retargeting.
Google Display Network – Targeted audiences with high search intent.
Retargeting Ads – Focused on users who engaged with awareness campaigns but had not yet converted.
Remarketing – Dynamic creative updates based on user engagement patterns.
Content was rolled out in a phased timeline:
Awareness – Broad audience targeting with brand-led messaging.
Consideration – App and PAYG feature highlights.
Conversion – Strong CTAs driving to the sign-up landing page.
Measurement & Outcomes
Performance was tracked using:
CTR, CPC, and CPA as primary efficiency metrics.
Conversion rate as the ultimate KPI for acquisition.
App usage metrics to monitor post-sign-up engagement.
Audience segmentation reports for campaign refinement.