CHALLENGE

In our strong 20-year partnership with the company, our goal has been to highlight NEC’s community-driven identity and expand its membership. Over the past three years, our specific goals were to:

• Expand Market Footprint and NEC’s Presence
• Increase Zip Code Look-ups (Key Online Lead / Conversion KPI)
• Increase Overall Meters and CO-OP Members

STRATEGY

For NEC, our media strategy was built on a full-funnel approach, encompassing both brand awareness and conversion-focused tactics. With a very broad audience base (as a deregulated state, every household is a prospective member), targeting relied heavily on CRM data — suppressing existing members, heavily retargeting high-intent audiences, and pivoting based on dynamic market conditions.

EXECUTION

TV and CTV/OTT: Utilized traditional and digital video ads to build brand recognition and reach; focused on premium inventory, such as live sports and top-tier shows on platforms like Netflix, Hulu, Disney+, and Peacock, capitalizing on trends that show higher audience engagement, increased brand safety, and viewability.

Facebook Ads and Google Ads: Implemented full-funnel strategies with targeted ads, including high-level geographic layering, conquesting, and search-intent for higher conversion rates.

Display Ads: Focused on re-engagement and conversion optimization with advanced retargeting techniques and integrated CRM data.

Rich media: Created high engagement display ads that integrated TV spots and short-form video content into display formats. Drove higher CTR and filled top-of-funnel intent with contextual advertising.