PRSA Portland Metro Chapter

Case Study: PGE

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Mar 15

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125-Year Commemorative Social Media Sweepstakes

With 125 years of supplying power to Oregonians, Portland General Electric (PGE) wanted to mark the occasion by launching social media channels on Facebook and Instagram. In addition, PGE wanted to build its social media community through these channels by engaging with its audience.

PGE recognized that to achieve these points, it would have to engage its customers through a social media photo sweepstakes to help promote its 125-year commemorative campaign and to build a long-term social media base to continue fostering customer satisfaction.

The social media sweepstakes resulted in six media placements during the Rose Festival and 63 entries in the photo contest, achieving PGE’s engagement objectives. Building its long-term social media base, it was able to double its goal numbers in every category including its FacebookTwitter, and Instagram channels.

By all measures, the 125-year commemorative campaign met PGE’s objectives. It used this significant milestone to build and expand PGE’s social media brand, assist with an overall increase in brand reputation, satisfaction and favorability among customers. Lastly, it gained essential social media influencers who continued to interact with PGE online.

PGE received a Spotlight Award in 2014 for their work on this event campaign. Interested in submitting an entry for the 2015 Spotlight Awards? Consider serving as a judge to get the reviewer’s perspective. Contact Noelani Baker, recognition director, at awards@prsaportland.org to learn more. Graphic courtesy of Portland General Electric. 

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