Together with its Fortune 250 parent company, NRG Energy, Inc., Reliant is leading energy innovation and working to simplify and enhance the way consumers power their homes, businesses, and lives.
Already providing 23 million MWh of power annually to U.S. retail customers, Reliant wanted to establish brand loyalty within its current customer base and the Houston community as a whole.
The Challenge
Create a mechanism for current and potential customers to engage with Reliant and foster stronger brand recall among the Greater Houston Area.
Agency: Amuse Digital
Role: Art Director, Lead Designer
Message Alignment
Building brand awareness and consumer mindfulness through the spirit of giving and social connectedness not only augments Reliant’s brand exposure, but endears it to the public as a benevolent part of the Houston Community. Being publicly aligned with four major giving events (Tree Lighting in Houston, KHOU Toy Drive, AT&T Lights Your Holidays in Dallas, and the “Naughty or Nice” promotion) assured the general public saw Reliant live its message.
We concepted a campaign name and logo to create a deeper brand connection and stronger memorability.
The Implementation
We designed and developed a "feel good" micro-site to share holiday cheer, thank current Reliant customers, and engage the Texas general public.
The micro-site's design elements and functionality were devised not only to evoke a sense of happiness and seasonal joy, but also to encourage social sharing and participation in four giving events.
For every social share, Reliant donated one dollar to the charity of the user’s choice from an
approved list.
The Results
The Holiday Microsite received 8,688 total visitors and 7,652 unique visitors, with Facebook as the top-referring domain second to reliant.com banners. The social media buy resulted in 4,265 visits from Facebook. 3,361 visitors took the quiz.
The responsive design helped ensure 40% of site visits were via a mobile device. a|muse was able to develop a high-performing, interactive, social, charity focused, and user-driven marketing initiative that cemented Reliant’s holiday brand message and awareness in Houston.
