San Diego Gas & Electric

Utility that provides natural gas and electricity to San Diego County and southern Orange County in California.
Electric Vehicle Day 2015
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Social Media

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Challenges

  • Needed to drive awareness of and attendance to this one-day event, giving visitors the opportunity to check out the latest EV offerings, and learn about potential savings, such as state and federal incentives available for zero-emission and plug-in electric vehicles.  
  • Also had to encourage individuals to learn more by visiting the EV Day section of SDG&E’s website. 

 

Constraints

  • Required creating ample awareness over a very short media flight (campaign ran from 9/11 through 9/18, leading up to 9/19 event). 

Solution

  • Launched a purely paid social media effort via Facebook, due to its large reach and vast audience targeting capabilities around EVs and environmental friendliness/ sustainability.
  • Leveraged a diverse mix of Facebook ad units including Newsfeed, Right-Hand Rail, and Event Response Ad Units.
  • Linked Event Response Ads to SDG&E’s Facebook page, which listed the one-day event with a “Join Now” call-to-action, promoting a sense of urgency around limited timeframe.   

 

Results

  • Reached more than 200,000 unique San Diego residents during its short media flight.
  • The Event RSVP ad unit garnered nearly 500 RSVPs.
  • SDG&E registered event attendance at over 1,000 people, with about 20% of people surveyed saying they learned about it through Facebook. It was the largest contributor to event attendance.