The Independent Electricity System Operator
A Crown Corporation responsible for operating the electricity market in Ontario, needed an effective way to educate consumers about energy consumption. The idea was to create content about what 1 Kilowatt of energy was and subsequently use paid digital media to push that content in front of Ontarians.
IESO had very limited experience targeting Ontario residences through digital media, therefore the challenge remained in fleshing out targeting theories as well as creating personalized consumer journeys for different Personas. From there the dedicated Triangles team sought to execute a data-driven Engaged Awareness Campaign, optimizing towards specific content consumption KPIs, to achieve the goal of informing the general public of energy conservation.