Newsjacking the energy crisis to help households save cash
Loop is a free smart app with the potential to help people save their way through the energy crisis, but with mega brands dominating headlines, Loop couldn’t reach the customers who needed them most. It wanted an strategy that could land their alternative approach to energy, growing awareness and actual app users.
With so many heavyweight competitors shouting for attention in the energy space, our challenge was getting Loop heard above the noise. But we knew to create media cut through, Loop didn’t have to be the loudest voice in the room, just the smartest. The other challenge was a modest budget which meant there was no scope for new content to be created. However, these limitations lit the way to an agile approach that saw Loop take the spotlight.
First, we interrogated Loop’s data, finding unique stories within its usage calculations and stats we knew would be newsworthy when the right moment arrived. Then, with our finger firmly on the news pulse, we monitored the unfolding energy discourse to identify perfect opportunities for Loop to launch itself into the conversation, and all by leveraging its existing content.
This super-responsive strategy allowed Loop to piggy-back the news. From price cap announcements to features covering energy-saving tips, we provided the insights and timely commentary journalists covering the topic needed, making Loop’s name and content a hotter topic in the process and leading to hundreds of pieces of media coverage from the BBC to ThisisMoney.