E.ON Winter Living – A partnership with Sarah Beeny
E.ON Energy needed to show consumers that they were ‘on it’ and ‘genuinely helpful’ around everyday life and not just energy usage…| February 2nd, 2015
We knew we couldn’t just rely on E.ON saying this to get the message across, so MediaCom Beyond Advertising created a unique, three way partnership between E.ON, The Sun (in print) and MSN (online), with home expert Sarah Beeny as the face of our campaign.
The media partners and Sarah helped us create more than 30 pieces of engaging content featuring handy lifestyle tips for ‘winter living’, all of which are collated in an E.ON branded content hub within MSN. They included Sarah’s professional advice, as well as MSN winter tips, expert videos and insight from the ‘faces of E.ON’, to back everything up with credible proof points.
Content covered a wide variety of topics such as advice around moving house, how to deal with a new baby, having a stress-free Christmas and winter proofing your home.
As the face of the campaign, Sarah featured across E.ON’s print advertorials in The Sun and on the digital content hub. Digital features were supported strongly by MSN’s editorial team, with articles receiving huge amounts of organic homepage promotion, as well as tweets from The Sun.
To support our Christmas features, E.ON also achieved massive engagement levels by offering John Lewis hampers to three lucky competition winners, achieving over 3,700 entries.
Readers have also been given the chance to have their questions answered personally by Sarah and were encouraged to submit these via the content hub. We received over 50 responses within a week and Sarah picked out three questions to respond to where she could provide specialist expertise.
Look out for E.ON and Sarah’s latest tips and advice on having great family fun at half term, coming soon!
Contact our Senior Partnership Manager Amy Roebuck to find out how MediaCom Beyond Advertising can create valuable content and connections for your brand