Eneco
Campaign pre-testing: Eneco's solar campaign hits the mark.
Case Information
Eneco wanted quick insight into their new solar campaign’s reception and the ability to test adjustments instantly. A two-day study with interim optimisation allowed Eneco to refine the campaign and launch with confidence. This case demonstrates how fast feedback can precisely improve your communication.
The Challenge
How does a new solar campaign resonate with the audience?
Eneco, one of the largest energy companies in the Netherlands, partnered with agency Dawn to develop a fresh communication campaign about solar energy. With millions of customers and a strong focus on sustainability, clear communication is crucial to strike the right chord. Eneco therefore wanted to gain a clear understanding of how the message landed through campaign pre-testing energy. But how do you ensure your campaign makes the right impact before launch?
The Challenge
Gaining quick feedback and making immediate adjustments.
Eneco needed fast and concrete feedback on their communication campaign. The organisation not only wanted to know how the target audience perceived the campaign, but also to have the ability to test and validate adjustments immediately. Therefore, the research had to be flexible enough to allow for interim learning, refining materials, and resubmitting new versions promptly.
The Approach
Two-day research with interim optimisation.
Blauw interviewed ten respondents via online interviews, spread over two days. After the first day of research, we shared initial findings with Eneco and Dawn, who could immediately refine the campaign materials based on this feedback. The adjusted materials were then tested again on day two with a new group of respondents, creating an efficient feedback loop.
<span data-metadata=""><span data-buffer="">The Result
Eneco's solar campaign hits the mark.
The campaign generated positive reactions on multiple levels and strengthened positive sentiment around Eneco. Simultaneously, the research revealed which elements amplified this positive perception and where the message wasn’t fully conveyed as intended. The direct feedback also brought to light clear pain points that Eneco and Dawn themselves had overlooked, resulting in a stronger campaign.
Consequence of the Result
How the insight led to action.
Immediate adjustment of materials.
Feedback from day one provided Eneco and Dawn with concrete handles to optimise campaign assets immediately. This prevents wasting time or budget on less effective communications.
Test refined materials instantly.
The sharpened materials could be re-tested immediately on day two. This allows you to validate adjustments directly and be confident in their impact.
Optimise during research.
Eneco could optimise the campaign during the research itself and approach launch with greater confidence. This significantly saves costs and increases the chance of success.
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What is campaign pre-testing?
Campaign pre-testing assesses how a target audience responds to a campaign and its various elements before launch. This provides insights into strengths and weaknesses, enabling immediate adjustments for optimal impact.
How was Eneco's solar campaign tested?
For Eneco, Blauw spoke to ten respondents via online interviews, spread over two days. After the first day, findings were shared, after which the campaign materials were refined and re-tested on day two.
Why was the campaign research divided over two days?
Dividing the research over two days enabled Eneco and agency Dawn to refine materials immediately after day one. The adjusted versions could then be tested with a new group of respondents on day two, providing direct validation and optimisation.
Want to know more?
Do you want to know how your campaign resonates with the target audience before going live? Contact us. We’ll explore how campaign pre-testing can help you precisely refine your communications.
