Objective

The brief was to raise awareness of the benefits of nuclear power as part of the wider renewable-energy mix, an argument that has to be made differently depending on who is hearing it.

A general audience needs the case explained from scratch. Parliamentarians and journalists need it evidenced and quotable. People already engaged with renewables need the specific objection answered. Running one campaign across all three would have failed all three, so it was built as three.

Creative response

• Three campaigns, not one. Planned, produced and published across Facebook, Twitter and YouTube, each targeting a defined audience with its own creative.
• Facebook, the general public. An animated explainer video carrying the case for nuclear within the renewable mix.
• Twitter: MPs, journalists and stakeholders, in two phases. Phase one A/B tested nine key messages as infographics; phase two built video interviews on whichever messages had actually engaged that audience.
• YouTube, the already-interested. Short videos to go further with people who were following renewables and would sit through more detail.
• Measured per channel. Impressions reported separately for each audience rather than pooled into one headline.

Results

Nine key messages were A/B tested as infographics before any interviews were filmed. Nine key messages were A/B tested as infographics before a single interview was filmed, and the second phase was built on the messages that had earned attention from MPs, journalists and stakeholders, so the more expensive video production ran on evidence rather than assumption.

Every figure here is an impression, a reach metric, not an outcome. It does not name the nine messages tested or say which won.

Watch

The work