Pepco

ZooLights Snapchat & Instagram Campaign

Challenge

Amplify Pepco’s sponsorship of Zoolights using social media channels to engage customers in a fun, playful way outside of the typical company/customer relationship.

Solution

Develop a social media campaign on Instagram, Twitter, and Facebook that effectively leveraged compelling creative and social media advertising to encourage attendees of ZooLights to share and interact with playful Snap filters and a Snap Lens containing Pepco’s branding.

Result

The campaign resulted in more than 5.8M impressions. More than 28,000 customers spent over 20 hours in playful, positive interactions with Pepco.

How do you shine a light on an energy provider’s sponsorship of a beloved local event?

You connect with customers on-site and online.

ZooLights is a free, annual event at the Smithsonian National Zoo. Each year, over 250,000 visitors are awed by more than 500,000 environmentally friendly LED lights, two laser light shows set to music, food, and live music. For the past 12 years, this event has been powered by Pepco and the company seeks to promote its sponsorship involvement to its customers and highlight the positive presence of Pepco in the community.

To accomplish this goal, the Social Driver team proposed a geo-targeted digital advertising strategy that engaged Pepco customers in a playful, positive way while drawing attention to Pepco’s sponsorship of ZooLights. This innovative campaign consisted of social media content to promote the event, as well as on-the-ground coverage; geo-targeted Snap filters, allowing users to share photos of their winter fun at ZooLights with a playful filter that also contained Pepco branding; as well as a lens ad that reached users within 10 miles of the zoo.

Before, customers might not have been aware of how involved Pepco is in the community. Through this campaign, Pepco wanted to engage customers outside of the back-and-forth of monthly bills. By being in a customer’s selfie, Pepco was able to be a part of the community and highlight its sponsorship of such a beloved event. Social Driver’s geo-targeted digital advertising campaign was seen over 5.8 million times and garnered more than 28,000 engagements on Snapchat with Pepco filters & lens.

Social Driver had an on-the-ground team producing a full Instagram story in real time, using pictures of customers with the Pepco filters and lenses. Attendees spent more than 20 hours interacting with Pepco filters and lenses. As a result of this interactive social strategy, Pepco was able to engage in a new, fun way with ZooLights attendees and they were able to see Pepco through a different lens.

Testimonial

Our Trusted Partner

It was great to meet your social media team last night at ZooLights...It was fun to follow along on the Instagram stories your team was posting, and they really did experience it all. I hope they had a great time!
Kerry
Head of Corporate Partnerships, Friends of the National Zoo
Pepco has had a long-standing partnership with the Smithsonian National Zoo to power ZooLights. It draws in more than 250,000 visitors each year and last year was the first time that Pepco put the magic of ZooLights into a digital experience that was fun and engaging for all ages.
Cynthia McCabe
Portfolio Communications Director, Pepco Holdings

#PepcoZoolights Platform Activation

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