Building a better world of energy. Empowering female leaders in national transformation campaign.
Right now, there’s a gap in female talent in business leadership. Women are underrepresented in senior roles in just about every industry, particularly in the energy sector.
SSE is one of the country's largest energy providers with over 14,000 employees supporting 56,000 jobs.
The Brief
SSE are working to create a culture where equality, fairness and diversity are not just intentions but actions. Our brief from SSE was to ensure we reached and empowered future female talent for SSE and the energy sector in total through a highly targeted approach that delivered tangible results in applications across multiple role verticals from managerial to STEM and technical trades across their network.
The campaign had to be delivered nationally due to the large reach of the organisation, with a focus on key areas such as South West England.
The creative featured real people from SSE and their stories; from project management to operations and distribution to show the vared opportunities and why they chose to work in the energy sector and SSE, helping the nation to reach Net Zero.
Our Approach and Execution
We recognised the need to reach the right people and so worked closely with SSE’s internal teams and a specialist talent agency to understand the audience before building profiles with our proprietary campaign system powered by our data partners.
This allowed us to understand and map touch-points in the digital-sphere to reach and share messages that resonated. The campaign was delivered across Meta Platforms (using both Facebook and Instagram placements with an insertion and interest audience groups) along with highly targeted promoted messages on LinkedIN. This duo-channel approach ensured high value of return for SSE whilst having high degree of measurement and effectiveness.
This dynamic approach of optimising towards engagement and tracking sentiment in the creative allowed us to introduce additional creatives and optimise stories towards sectorial-pathways of individuals and ultimately show SSE and the industries offering at scale.
Throughout the campaign planning, we knew how important SSE’s mission to help the nation reach Net Zero was and we worked with a third party under the Verified Carbon Standard to ensure credible offsets for media delivered digitally across Scope 1, 2 and 3 emissions - we also recorded planning and Ad Operations time to fully offset the campaign.
The Results
The campaign successfully achieved breakthrough towards female audiences, attracting over 80% of ad impressions to female users and the highest engagement within working age groups showing that a highly targeted approach with creative that resonates can act as a new framework for future activity.
By combining on-the-ground knowledge of their organisation working closely with internal teams and incorporating a data-led approach that combined numerous data partners in a proprietary campaign management planning tool; the campaign was mapped successfully to those the brand wanted to reach, ensuring significant results.
Significant uplift in engagement of +37.66% compared to SSE previous activity.
+ 37.66%
+ 370%
+370% Increase in clicks to the campaign landing page compared to previous similar activity by the brand.
- 71.43%
-71.43% Reduction in CPC contributing to a massive uplift in reach and share of voice.