Case Study: Department of Energy and Environment boosts awareness of utility assistance with Social Driver

Department of Energy and Environment reaches 1.6M people with Social Driver's bilingual utility assistance campaign

The DC Department of Energy and Environment sought to raise awareness of its Utility Discount Program for low-income residents, particularly those struggling to pay utility bills during the Covid-19 pandemic. The department partnered with Social Driver to develop a targeted, bilingual advertising campaign to reach eligible households.

Social Driver implemented a social media advertising strategy using custom audience targeting on Facebook and Instagram in both English and Spanish. The campaign successfully reached 1.6 million people, driving significant website traffic and engagement. Notably, 45% of the 19,000 users who clicked returned to the site, and Spanish-language ads on Instagram were top performers, receiving over 2,000 clicks each.

Department of Energy and Environment