Homeowners are more engaged when they can see heat loss in their home that causes high energy bills.
With a growing need for increased participation in residential energy efficiency programs, Union Gas sought an innovative way to boost engagement via their direct mail and social media channels.
In November 2016, Union Gas (utility in Ontario, Canada) partnered with MyHEAT to collect thermal data for 17,000 homes in Hamilton, Ontario. The goal of the pilot was to engage customers using the visual nature of MyHEAT's heat loss details and motivate participation in energy efficiency programs using social comparison techniques.
Homeowners were engaged using direct mailers and Facebook ads within specific postal code areas. Both forms of engagement prompted homeowners to visit the MyHEAT map to find and view their home.
When a resident accessed their home profile, they were shown a personalized HEAT Map that identified specific areas of heat loss in their home, and a comparative HEAT Rating that showed a measure of how their home compares to others in their neighbourhood and city.
After viewing heat loss details, engaged customers were directed to the incentive program offered through Union Gas. Platform activity and conversion rates were tracked through Google Analytics.
The partnership with MyHEAT enabled Union Gas to drive a 10.5% response rate (1,800 homes), which surpassed the target of 6.5%, (1,127 homes).
This pilot program also generated significant interest outside of the pilot area, with users searching for approximately 700 additional homes. Though these additional homes were not available for the pilot program, users were still prompted to explore Union Gas energy efficiency programs with calls-to-action that resulted in a 39% click-through rate, 16X higher than the industry average.
- The direct mailer response was 2X the industry average for efficiency programming participation
- The social media response rate (via Facebook ads under postal code restrictions) was 7X the industry average
- The click-through rate was 16X the industry average to the Union Gas website