the proof
Hunter Fan Company Campaign: Look Up
With green on everyone's minds, it was only right for the leading manufacturer of one of the most energy efficient products to get in on the action. The environment was ripe for a new cause. Celebrities everywhere had been hyping unattainable green solutions such as solar panel roofs and hydrogen-powered cars for far too long. Amidst a troubled economy, it was time that someone to step up and introduce, or in the case of Hunter, reintroduce, a simple solution to energy savings.
Strategy
Create a movement that inspires homeowners to simply look up for an easy way to save energy.
Research showed that 80 percent of single-family homes have at least one ceiling fan already installed. Research also showed that only 20 percent of those homes were properly using their fans in conjunction with thermostat adjustment to save on energy. With the knowledge that homeowners could save up to $500 annually by using their ceiling fan and properly adjusting their thermostat, a real solution was already in reach; we just needed to make people aware of it. The Look Up Campaign was the answer.
This grassroots-style awareness-to-action effort led by Hunter and celebrity actor and environmentalist Ed Begley, Jr. became a crusade to make people aware that the key to energy savings was right above them. And because celebrities were part of the problem, Caffeine enlisted them to paint ceiling fan blades as part of an online auction with proceeds going to charity. Immediately, green backers such as Al Gore, Lucy Lui, Amy Smart and even the likes of Mayor Bloomberg became supporters. The campaign kicked off with a satellite media tour featuring Ed. This was followed by a five-city bike tour that saw Ed riding through rain and snow to get the word out.
Results
The campaign generated interest from several local and national media outlets. Ed was a guest on Fox & Friends Morning Show and Fox News. The campaign also was covered in the top 10 media markets, including blogs, online, print and broadcast. During the campaign launch, Hunter saw a 40 percent jump in online traffic that linked from the Look Up Web site. In total, this $100,000 campaign received more than 70 million media impressions, a $1.5 million value.
