Company Background

Connecticut Green Bank, established in 2011, is a quasi-public organization focused on accelerating the growth of green energy in Connecticut. It aims to leverage public and private funds to drive investment in clean energy projects, reduce consumer energy costs, and create jobs in the green energy sector.

The Challenge

The organization targets a wide range of customers, including homeowners, multi-family housing owners, small and medium-sized businesses, large industrial facilities, local governments, public institutions, non-profits, clean energy developers, and financial institutions. However, they face challenges in reaching those customers, including raising awareness and understanding of its programs and building trust and credibility within these segments.

Our Idea

Reaching their target audience requires strategic efforts in education, clear communication, tailored messaging, and trust-building. Connecticut Green Bank states that its vision is a "planet protected by the love of humanity." As the Agency of Record, GO brought in its full-service video production house, Greenlight, to create a brand anthem and a series of videos that align with the company's views while communicating its value proposition clearly and effectively.

The Solution

The brand anthem and video series, which included everything from a partnership showcase with Mystic Aquarium to presenting the organization's vision for the future, was created to educate, inspire, and demonstrate the practical benefits of Connecticut Green Bank's initiatives while engaging stakeholders to promote sustainability. From informing homeowners and businesses about the benefits of energy storage solutions to inspiring and motivating communities to embrace bold ideas and take collective action toward change, the videos conveyed that investing in a sustainable future and financial success are aligned. 

Results

GO's media buying team then solidified the appropriate strategy to get the message out to viewers. The videos proved to be very effective, some reaching over 340,000 views on YouTube and over 540,000 impressions on the networks Peacock and NBC. They exceeded benchmarks for video views and completion rates and increased Connecticut Green Bank's website traffic considerably when compared to before the videos were launched:

Conclusion

The video campaign for Connecticut Green Bank has proven to be highly effective, achieving remarkable reach and engagement. This strong performance underscores the campaign's success in raising awareness and inspiring action towards renewable energy and sustainability. The continued robust viewership indicates that the message of resilience, equity, and environmental stewardship resonates deeply with the audience, further advancing Connecticut Green Bank's mission and impact.