Don’t Fool With My Fuel Case Study
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![Icon of a megaphone emitting sound waves, indicating announcement or alert]()
798 Clicks and 5,100 Impressions
across Facebook and Google
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![Magnifying glass icon on black background]()
16,472 Users
visited the Landing Page
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![Black icon of a horseshoe magnet with lines indicating magnetic attraction.]()
841 Form Submissions
on the Landing Page
Client Overview
Corning Natural Gas, based in Corning, NY, serves natural gas to approximately 15,000 customers throughout the Southern Tier and Central regions of New York State. They are dedicated to providing safety, reliability, and superior service to their customers.
Summary
Based in Upstate New York, Corning Natural Gas faced challenges posed by the Climate Leadership and Community Protection Act (CLCPA). Signed into law on July 18, 2019, the CLCPA is one of the most ambitious climate laws in the nation, mandating a 40% reduction in greenhouse gas emissions by 2030 and an 85% reduction by 2050 from 1990 levels. This legislation could force homeowners to transition to full-electric systems, potentially costing over $35,000. Corning aimed to educate New Yorkers on this legislation and encourage them to contact the governor and county legislators to voice their concerns.
Strategy
Messaging Development: Brainstormed taglines that could resonate with the audience and reflect Corning’s tone on the issue. Corning chose the tagline, “Don’t Fool With My Fuel.”
Stylescapes: Developed stylescapes to determine the campaign’s look and feel. Corning opted for bold colors and an aggressive stance, similar to other political campaigns.
Campaign Brand Guidelines: Establishing consistent and recognizable messaging, colors, icons, and fonts across all campaign assets.
Deliverable Development: This included creating a brochure, digital advertisements, and a landing page.
Results
3-Month Campaign Results:
798 clicks and 5,100 impressions across Facebook and Google
16,472 users visited the landing page
841 form submissions on the landing page