Client:

Established in 1931, Southwest Gas provides natural gas to more than 2 million customers across Nevada, Arizona, and California.

Challenge:

Southwest Gas retained MassMedia to provide comprehensive media buying services across the region for its Safety campaign - a public outreach effort that seeks to inform residents about the signs of a gas leak and the importance of calling 811 before digging to help protect their safety. Due to the cruciality of the messages, the primary goal of this public service awareness campaign is to reach and inform as many people as possible in order to reduce the number of dire incidents. Prior to engaging MassMedia, Southwest Gas had placed the campaign across only traditional media channels. In addition to maintaining a strong print media presence, MassMedia was also tasked with launching the utility's first digital campaign to support this initiative.

Strategy & Approach:

MassMedia deployed a comprehensive print media strategy that effectively reached all service territories across California, Nevada, and Arizona. The print was complemented with a robust digital campaign that was served on various platforms, including YouTube, Display Network Sites, Facebook, and Connected TV. The campaign creative consisted of animated videos with a comical tone to catch the attention of viewers and allow for the messages to resonate. To gauge the performance of the channels, the agency monitors and consistently optimizes the ads for strong and efficient performances.

Additional Creative:

Additional Creative:

Results:

• Campaign performance consistently surpassed KPIs for impressions, completed video views, and website traffic
• Exponential increase in site traffic with an average of 90% of new web sessions driven by MassMedia's digital campaigns
• More than $400,000 in added value in the form of banner ads and premium placements

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