Leveraging insights to drive action
Puget Sound Energy (PSE) is the largest energy provider in Washington state. In late 2017, PSE announced its goal to reduce its carbon footprint 50 percent by 2040. Armed with the Edelman Intelligence insight that PSE’s residential customers expect businesses to lead carbon reduction efforts, Edelman and PSE developed an integrated, consumer-facing campaign around this bold carbon reduction target: The TOGETHER Initiative.
The TOGETHER Initiative empowers everyone in the community — PSE employees and customers alike — to work together to improve the communities they call home. The campaign came to life through digital platforms and direct customer communications, as well as internally through an employee rollout and through the PSE government affairs and outreach teams. Edelman created social ads and advertising and YouTube videos, designed the TOGETHER Initiative webpage and created print materials for direct-to-customer communications for by the PSE outreach team. The team also created employee toolkits and facilitated employee training sessions to support the internal roll out of the campaign. Since March 2018, the paid advertising strategy has garnered over 28 million impressions and reached 780,000 of PSE’s 1.5 million customers.