Challenge
New Wave Energy supplies electricity and natural gas to residents and commercial properties throughout the East Coast. Many New Yorkers aren’t yet aware that deregulation allows them to choose their energy supplier, giving them the opportunity to save on their monthly utility bills.
To grow its customer base, New Wave Energy needed to educate and build trust with consumers, simplifying the process of switching providers while establishing credibility in a competitive market. Their website was underperforming, content lacked consistency, and their marketing efforts weren’t effectively reaching their audience outside of standard channel sales. Additionally, we sought to maximize the partnership with NFL star Josh Allen that we established on behalf of New Wave, ensuring his endorsement was integrated into their brand strategy to increase awareness and engagement.
Solution
Brandmint developed a content and advertising ecosystem to optimize New Wave Energy’s digital presence and enhance its customer education efforts. A key component of this strategy was an integrated advertising campaign and ecosystem that leveraged both digital and traditional media to boost awareness, trust and revenue.
Brand Development: Refined messaging to highlight New Wave Energy’s role in deregulated energy, emphasizing customer savings.
Website Overhaul: Built a high-performance, user-friendly website that clearly explained energy deregulation and made switching providers seamless.
Content Strategy: Created a structured content ecosystem repurposing assets across web, email, social, and advertising.
Advertising Optimization: Designed digital and traditional campaigns leveraging Josh Allen’s endorsement to increase engagement and trust.
TV & Radio: 15-second TV commercials and sponsorship of The Overtime Show on the Bills Radio Network.
Out-of-Home Advertising: A dozen billboards strategically placed across Western NY.
Influencer & Community Engagement: Partnership with The Buffalo Fanatics to reach die-hard fans.
Digital & Social Media: A mix of organic and paid social content to amplify reach and engagement.
Results
88% Increase in New York Client Enrollment – A refined digital and website enrollment strategy, enhanced by Josh Allen’s influence, boosted customer acquisition.
134% Increase in New York Website Traffic – Improved UX, strategic branding, and educational content led to increased traffic, conversion and lower bounce rates.
Faster Content Production – A repurposed content strategy reduced creation time while maximizing exposure.
Why It Worked
By integrating a strategic content and advertising ecosystems with a high-profile endorsement, Brandmint successfully educated consumers and built trust on behalf of New Wave Energy in a complex market. The Josh Allen partnership, combined with a multi-channel advertising campaign, created brand credibility and excitement, while an optimized website and scalable content strategy made it easier for consumers to understand their options and easily enroll with New Wave Energy.
