Altalink, Alberta’s largest electricity transmission company, maintains and operates 12,500 kilometres of transmission lines and 280 substations across the province. In other words, they help power Alberta.
When altalink was acquired by U.S.-based Berkshire Hathaway, reaction around the province was mixed. Altalink’s annual Report to Communities (RTC) provided an opportunity to reintroduce the company as part of a world-class utility that puts Albertans first.
APPROACH & SOLUTION
Rather than showing how Altalink transmits electricity, we decided to show why they do it. We put the spotlight on a diverse range of Albertans who are powering possibilities, and then we showed how Altalink brought those ideas to life by delivering the energy needed. Using a predominantly digital approach — promoted Facebook videos and retargeted display ads — we engaged viewers in an experience that was unexpected yet relevant.
We achieved significant social engagement, with over 6,000 full views of the video posts over the course of the five-week campaign. That worked out to just $1 per view. And visits to Altalink’s RTC site increased 185% over the previous report.