How Facebook drove leads for solar panel sales

Porter Novelli tested and fine-tuned its approach, identifying its target consumers, where to reach them, and how, to help Panasonic make inroads in the homeowner market. The agency won “Best Use of Facebook” in PR Daily’s 2020 Digital Marketing & Social Media Awards.

Facebook Solar System Lead Generation Campaign - Logo - https://s39939.pcdn.co/wp-content/uploads/2020/06/Panasonic-Solar-US_Facebook.png

The key to business and communication success: Know your audience.

Porter Novelli, with its Facebook Solar System Lead Generation Campaign for Panasonic Solar US, followed that formula, resulting in hundreds of sales leads for Panasonic.

In general, consumers aren’t knowledgeable about solar panels and battery storage, nor do they know their household energy consumption. Consumers focus on affordability and are likelier to buy premium solar packages based on return on investment.

Porter Novelli found that Facebook was most effective in reaching this audience with messaging that reinforced these points. It paired direct-response ads with educational, organic content, beating both cost per lead and total lead targets. The campaign entailed split-testing copy, image, message and targeting options to drive consistent, efficient connections with consumers.

The program surpassed its KPIs for the number of leads, cost per lead, impressions, engagements and link clicks. 

View More Digital PR Social Media Awards 2020 Winners.

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