ENGIE – RMB launches tailor-made “reels”
Use the right tone and medium to effectively engage your younger clients
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You are looking to attract the attention of young adults while standing out from mainstream channels like TV or radio? Among the most impactful solutions, short-form videos shared via the internet or social media offer a great alternative.
Beyond that, it is essential to choose the right tone, medium, and communication channel that will allow you to best communicate while using the language that resonates with the young generation you wish to reach.
Get inspired from the reels campaign led by RMB and its content agency Slice as part of ENGIE’s “Check&Save” program. This initiative aims at raising awareness among the population, including young people, about reducing their energy consumption.
Total Instagram views FR
Total views Facebook (FR & NL)
Total views Instagram NL
Greater awareness
During the coldest period of the year, ENGIE activates its ‘Check&Save’ program, which helps consumers adopt good habits to reduce their energy consumption. This program is particularly based on video tutorials, an area where the advertiser has extensive experience.
In 2024, ENGIE aims to enhance its campaign and to target younger audiences in a more creative and dynamic way, a touch more modern and relaxed, far removed from conventional approaches.
- Advertiser: ENGIE
- Target: 18-34 years old
- Goal: awareness and engagement
- Campaign: January - Spring 2024
- Medium: short videos (reels)
- Main media: social media
We were looking for a new way to raise awareness among our clients about energy savings. A new medium. Slice’s approach, professionalising content creators, quickly convinced us. This format – the ‘reels’ – has its own vocabulary, and Slice was able to guide us through their expertise and technical means. With Chloé and Sinay, we are thrilled with the final result!
Strategy
To help ENGIE better raise awareness among its young clients about energy savings, RMB and its content agency Slice created an innovative campaign based on “video reels.” The video clips present tips and tricks that are easily applicable in everyday life.
The concept’s key points:
- An innovative format, new for the advertiser, suited to new trends, known for its great visibility and engagement power on social media.
- A simple, friendly, and unpretentious tone of voice, tailored to the target generation.
- Practical content, good tips, and “smart solutions” for reducing energy consumption.
- A national campaign: reels produced in both French and Dutch to convey the same message in the north and south of the country.
- Youthful, authentic spokespersons known across the country. The French-speaking reels feature Chloé Lévy, a radio host and content creator. The Dutch-speaking reels are presented by Sinay, a singer, songwriter, dancer, and actress.
Media Plan
ENGIE’s campaign presents a series of 6 short videos designed to be shared as ‘reels’ on platforms that effectively reach a young and connected audience. The advertiser has chosen its own distribution channels.
The largest number of followers is targeted:
- via Instagram: official ENGIE account (4,474 followers).
- via Facebook: ENGIE’s Green & Smart home account (35,000 followers).
Results
The ENGIE 'Check&Save' case shows that an innovative and engaging communication tailored to young adults can be very efficient. The strategy used is in line with the advertiser's objectives.
Conclusive results
- Total control, thanks to content creation, over the message, medium, and distribution channel.
- High-quality productions achieved through partnerships with expert ambassadors in content creation.
- Strong consistency throughout the campaign and repeated success in view counts on both Instagram and Facebook for every video posted.
- A massive cumulative view count reached by the end of the distribution of the six reels.