ELEVATING ENERGY INDUSTRY PERCEPTION
GOAL: The American Petroleum Institute wanted to strengthen national and regional awareness of the energy industry’s vital role and also improve favorability among key audiences.
KPIs: Brand recall and favorability metrics.
STRATEGY: We developed a highly refined targeting approach, leveraging first-party data, consumer behavior insights, and media consumption trends. This allowed us to segment audiences based on geographic location, political and economic interests, and sentiment analysis, ensuring messaging was tailored to resonate with specific communities.
IMPLEMENTATION:
AMP executed a comprehensive omnichannel media strategy spanning:
- National and market-specific broadcast and cable TV to establish broad awareness.
- Print and out-of-home advertising for high-visibility placements in key regions.
- CTV/OTT, YouTube, and streaming audio to target digital-first consumers.
- Programmatic video, display, and social media platforms for precision engagement and retargeting.
OUTCOME:
- Brand awareness increased by 8% across key demographics.
- Favorability improved by 6.7% among target audiences, reinforcing a more positive industry perception.