Reliant Energy — 2025 Paid Social
For 2025, Reliant Energy wanted to change their approach to paid social. Instead of making bespoke campaigns that were separate from the mass efforts in broadcast, we created three integrated campaigns where the TV spot and the social videos shared the same setting, cast and vibes. The results were significant. People were completing the videos on social at never before seen levels (more than 200% over benchmarks). And recall for the broadcast spots ticked up as well., proving that it was a truly symbiotic approach.
It was a thrill to share time and resources on set with the broadcast team and the results were a year of work I’ll always be proud of.
Team: Hallie Motowski (copywriter), Sarah Studer (art director)
Campaign 1: “Culinary Curiosity”
This first set of work centered around a man making a meal for his grandmother. The social videos told small stories that existed around the main broadcast spot. We also leaned into the food, knowing that’s always a familiar sight on social media.
“Snaps”
“Grandma”
“Spicy”
Culinary Curiosity: The TV spot we were complementing
Campaign 2: “Dive in Movie”
The next set of work featured a couple throwing an outdoor movie viewing party in their pool. For this one, we had the opportunity to elevate some of the extras in social, giving us more characters to play with. The result was that we were able to get twice as much content on shoot day.
“Cannonball”
“POV”
“React”
“Toss”
“Floatie”
Dive In: The TV spot we were complementing
Campaign 3: “Bedtime Story”
This third and final set of creative told the story of a dad making his daughters’ bedtime routine into an epic experience. For this one, we leaned into VFX to create some exaggerated visuals, like the armadillo shadow puppet) that would grab attention on social.
“Constellation”
“Shadow Show”
“Dragon”
Bedtime Story: The TV spot we were complementing