Changing Minds:
Cirro Energy, a residential electricity provider in Texas, needed to build brand awareness and increase new customer acquisition in a low-interest category and hired Cox Ideabar to ensure their media strategy was optimal in a competitive deregulated energy market. Cox Ideabar analyzed Cirro’s existing customer data and combined these insights with Cirro’s existing target consumer to refine our audience targeting strategy. We analyzed past media plans and conducted additional market and media research to develop a more optimal integrated media plan. Cox Ideabar’s digital and linear media strategy was coupled with a comprehensive custom reporting dashboard providing actionable insights and real-time visualization, ensuring we continuously deliver the best performing media tactics to the right audiences and provide performance tracking against Cirro’s business goals.
Moving Markets:
With a 16% increase in spend from the prior year and a more optimized integrated media buy, Cirro experienced strong performance, including a 24% YOY increase in call volume, with record breaking calls in July and August. Web traffic also increased at a rate of 195% YOY, and new customer acquisitions were up 15% YOY, which was 22% above their goal.
