Thanks to Greenwave Energy, Californians can choose whether or not their home has a carbon footprint. By offsetting their natural gas and electricity usage, Greenwave Energy allows Californians to live their lives as they always have, but with a net-zero impact on the planet. While this seems like an easy choice to make, most Californians didn’t know they could make it. Greenwave partnered with Cyclops to help them spread their message, and inspire new customers, with a multi-concept, digital marketing campaign.

Before beginning the creative development phase, we used third-party research to home in on high-propensity customers and their demographic and psychographic characteristics. Three distinct customer personas emerged to guide our creative team in crafting messaging and creative concepts. While we tailored each creative concept to each persona, all three of them worked to inspire Californians to connect their everyday energy usage to a larger, community-driven picture.

The first of three concepts (Future in the Balance) evokes a sense of urgency by equating our every-day choices to the precarious state of our planet; the second (Neutral Neighbors) uses the behavioral science concepts of competiveness and belongingness to inspire homeowners to keep up with the do-goodery of their neighbors; and the third concept (At Home with Nature) emphasizes the profound peace of mind that manifests when doing the right thing for Mother Earth.

Within each of the creative approaches, we created alternate headlines, body copy, imagery, calls to action and ad placements to determine what specifically resonates with our target audience. To further hit home with the community, Cyclops is developing and executing a business partner outreach strategy to collaborate with local businesses with likeminded initiatives that make California, and our planet, a better and more resilient place to live.