The Surround Sound Approach

OVO Energy was founded in 2009, not on the model of the traditional utilities but instead, it was built around a simple principle – doing what's best for customers and believing they deserve a better deal.

Today, OVO has over 450,000 customers, 750 staff, is the 10th fastest growing private company in the country and also recently listed as the 25th best mid-sized company to work for. OVO’s also proud of its track-record on customer service too. This year the company became the first ever Which? Recommended Provider for Energy in addition to topping many of the customer satisfaction polls.

The Brief

OVO tasked us with delivering an ongoing campaign which would be innovative, reactive to changes in the market, and able to deal with new products and services throughout the year.

The Strategy

We suggested OVO Energy consider a fully integrated campaign across both Programmatic and PPC. The logic being we could tie up the user purchasing funnel and drive high quality traffic to the OVO website. In order to achieve this, we used DoubleClick Search which enabled us to view all paid activity under one, integrated method of conversion tracking.

Creative Strategy
To achieve the objective of reacting dynamically to changes in the market, we advised that OVO develop a range of dynamic ads. OVO have since produced three sets of Dynamic creatives, moved from flash to HTML5, produced varied creatives based on qualified audience analysis and taken up innovative creative design for in-app and mobile PAYG campaign.

Brand Awareness
To ensure we targeted relevant audiences, we identified sites which OVO's audience visited and negotiated private deals with national publishers. Different demographics were targeted in order to maximise brand awareness across the UK (everyone needs an energy provider!). To measure the impact of these private deals, we adopted a new reporting strategy with separate metrics to measure performance.

Remarketing
Our remarketing strategy focused on integrating Paid Search, Display and YouTube activity, with several highlights:

  • Users who watched a YouTube video were remarketed to via Programmatic.
  • Granular Remarketing Lists for Search Ads (RLSAs) allowed us to re-target previous visitors with highly specific messaging based on the customer's search query.
  • We used query strings on generic PPC campaigns to build remarketing lists which consisted of users who had searched for specific USPs (e.g Price, or Green Energy). We then used programmatic to target these users with relevant creative ads.

Holistic Attribution
After the implementation of DoubleClick Search (DS), we streamlined OVO's approach to attribution, drawing all of their online channel data into DS, including Natural Search data, Google Analytics linking and click trackers. This approach afforded us a combined view of OVO's digital activity, enabling effective spend across all channels.

Uniquely, data pulled in also included unpaid sources of interactions, including Native, Twitter and Facebook. By having access to all online data, we were able to analyse all media channels and identify conversion paths for different OVO products.

Insights

A key aspect of our role has been relaying insights back to OVO, including information on:

  • Audience Segmentation & tailored targeting recommendations
  • Conversion Funnel Analysis & drop-off reduction
  • Accurate creative messaging testing using split cookie pools to ensure clinical results
  • Prospective new business opportunities driven by search volume data

The Results

Through hands-on management and optimisation, we managed to ensure a linear relationship between OVO's Programmatic spend and conversions:

  • 78% increase in conversions
  • 33% increase in overall clickthrough rate
  • 275% increase in clicks
  • 149% increase in brand awareness for the main target demographic

Quote from the client

“Periscopix set out with a clear strategy to grow OVO’s presence and effectiveness within the display channel. This strategy was programmatically led, with an additional curated publisher element accessed through private market places.Diligent management, combined with clear reporting, has delivered very positive results that we can continue to build on.”

Sam Gregory, Head of Customer Acquisition, OVO Energy

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Best Use of Performance - OVO Energy & Periscopix