National Grid

Take Your Sustainability 2 the Next Level

Awards

2024

Best Regional Online Ad

Strategy

National Grid partnered with Infillion to highlight its leadership in the natural gas and electricity sector across diverse regions. To better serve their wide-ranging audience, National Grid aimed to seamlessly personalize its messaging for each location while gaining valuable insights into how users engaged with their ads.

With Infillion’s unique capabilities, National Grid could easily customize messages for each location and track user interactions to tailor their content. Using the Foundation Carousel user flow on CTV, they guided users through their brand benefits, complemented by a CTA in the form of a custom QR code.

 

Performance Results

Consumers interacted with the unit 2.3x on average and spent nearly 51s on average in-unit (twenty-one seconds more than guaranteed¹), indicating that the personalized messaging incentivized interest and helped encourage consumers to spend extra time in-unit scrolling through the educational panels.
The campaign drove 2X more lift in brand consideration² as compared to Infillion benchmarks.
Over 2 in 10 consumers reported that they were likely to use National Grid energy solutions after interacting with the ad engagement.

¹TrueX billable guarantee: 30s time spent in-unit + 1 interaction
²Brand Lift results measured by Infillion’s proprietary brand lift methodology, UpLift