{"id":216803,"date":"2021-01-08T19:41:10","date_gmt":"2021-01-08T19:41:10","guid":{"rendered":"http:\/\/xoagency2020.flywheelsites.com\/?post_type=project&p=216803"},"modified":"2024-01-09T17:08:17","modified_gmt":"2024-01-09T17:08:17","slug":"nw-natural","status":"publish","type":"project","link":"https:\/\/xoagency.com\/project\/nw-natural\/","title":{"rendered":"NW Natural"},"content":{"rendered":"

[et_pb_section fb_built=”1″ custom_padding_last_edited=”on|phone” _builder_version=”4.7.7″ _module_preset=”default” custom_padding=”50px|||||” custom_padding_tablet=”||0px||false|false” custom_padding_phone=”50px||0px||false|false”][et_pb_row column_structure=”2_3,1_3″ _builder_version=”4.6.6″ _module_preset=”default”][et_pb_column type=”2_3″ _builder_version=”4.6.6″ _module_preset=”default”][et_pb_text _builder_version=”4.7.7″ _module_preset=”default”]<\/p>\n

Marketing<\/h3>\n

Redefining perceptions with industry leading performance<\/h1>\n

\u00a0Metrics beat average industry CTR performance by 20%<\/span><\/h4>\n

 <\/p>\n

XO partnered with NW Natural to promote key drivers for customer satisfaction within three categories \u2013 Billing & Payment, Price, and Communications.<\/p>\n

Beginning with a deep research review of customer sentiment, XO identified the key messages to communicate, and most importantly how to communicate them. By focusing the message on specific actions customers can take, all from the perspective that NW Natural genuinely cares about its customers, XO was able to beat industry metrics and offer real value to the business and customers.<\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.6.6″ _module_preset=”default”][et_pb_text _builder_version=”4.7.7″ _module_preset=”default”]<\/p>\n

Services Provided<\/h3>\n
\n

Communication Strategy<\/p>\n

Media Planning<\/p>\n

Creative Concept<\/p>\n

Ad Production and Photography<\/p>\n

Video Production<\/p>\n<\/blockquote>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_3,1_3,1_3″ _builder_version=”4.6.6″ _module_preset=”default” custom_padding=”50px||2px||false|false”][et_pb_column type=”1_3″ _builder_version=”4.6.6″ _module_preset=”default”][et_pb_circle_counter title=”Reduction in Cost Per Click” number=”43″ _builder_version=”4.7.7″ _module_preset=”3af37219-d294-43ba-949f-dcc305308c21″ hover_enabled=”0″ sticky_enabled=”0″][\/et_pb_circle_counter][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.6.6″ _module_preset=”default”][et_pb_circle_counter title=”Increase in Click Through Rate” number=”75″ _builder_version=”4.7.7″ _module_preset=”3af37219-d294-43ba-949f-dcc305308c21″][\/et_pb_circle_counter][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.6.6″ _module_preset=”default”][et_pb_circle_counter title=”Reduction in Cost of Impressions” number=”2.9%” _builder_version=”4.7.7″ _module_preset=”3af37219-d294-43ba-949f-dcc305308c21″][\/et_pb_circle_counter][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|phone” _builder_version=”4.7.7″ _module_preset=”default” custom_padding=”50px|||||” custom_padding_tablet=”0px||0px||false|false” custom_padding_phone=””][et_pb_row column_structure=”2_5,3_5″ _builder_version=”4.6.6″ _module_preset=”default”][et_pb_column type=”2_5″ _builder_version=”4.6.6″ _module_preset=”default”][et_pb_text _builder_version=”4.7.7″ _module_preset=”default” custom_padding=”2px|||||”]<\/p>\n

77 unique ads for 6 distinct audience messages<\/h1>\n

The messaging was tailored to specific customer concerns, each with their own customer persona spokesperson, and served in a variety of formats to meet customers where they are. Instagram, Facebook, Twitter, Youtube pre-roll, and banners all worked together in a staged rollout to communicate the value of being a NW Natural customer.<\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.6.6″ _module_preset=”default”][et_pb_image src=”https:\/\/xoagency.com\/wp-content\/uploads\/3multi.jpg” title_text=”3multi” _builder_version=”4.7.7″ _module_preset=”default”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”3_5,2_5″ _builder_version=”4.6.6″ _module_preset=”default” custom_padding=”50px|||||”][et_pb_column type=”3_5″ _builder_version=”4.6.6″ _module_preset=”default”][et_pb_image src=”https:\/\/xoagency.com\/wp-content\/uploads\/fbads.jpg” title_text=”fbads” _builder_version=”4.7.7″ _module_preset=”default”][\/et_pb_image][\/et_pb_column][et_pb_column type=”2_5″ _builder_version=”4.6.6″ _module_preset=”default”][et_pb_text _builder_version=”4.7.7″ _module_preset=”default” custom_padding=”2px|||||”]<\/p>\n

Creative that breaks through the scroll<\/h1>\n

The creative approach used an intentional combination of bright colors, simple messaging, and minimalist layout. In a cluttered digital landscape, doing less and doing it well creates more engagement.<\/p>\n

Talent expression matched to 21 unique reactions<\/h2>\n

Authentic pairings of image and content were created for every animation and static image reaction. This detailed approach allowed for the message to be more intuitively and immediately understood in the context of feeds and other content.<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.7.7″ _module_preset=”default” custom_padding=”100px||50px||false|false” hover_enabled=”0″ sticky_enabled=”0″][et_pb_column type=”4_4″ _builder_version=”4.6.6″ _module_preset=”default”][et_pb_image src=”https:\/\/xoagency.com\/wp-content\/uploads\/3up-1.jpg” title_text=”3up” _builder_version=”4.7.7″ _module_preset=”default”][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.6.6″ _module_preset=”default” custom_padding=”2px|||||”][et_pb_row _builder_version=”4.6.6″ _module_preset=”default”][et_pb_column type=”4_4″ _builder_version=”4.6.6″ _module_preset=”default”][et_pb_image src=”https:\/\/xoagency.com\/wp-content\/uploads\/widelogo.png” title_text=”widelogo” _builder_version=”4.7.7″ _module_preset=”default” width=”250px” module_alignment=”center”][\/et_pb_image][et_pb_text _builder_version=”4.7.7″ _module_preset=”default”]<\/p>\n

“I am very pleased with the level of strategy and audience analysis that fed the campaign. And the creative execution delivered perfectly on the strategic vision. Not to mention, I am extremely happy that the campaign is producing outstanding results.”<\/h4>\n

Cory Beck,\u00a0Senior Manager Communications & User Experience<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

Marketing Redefining perceptions with industry leading performance \u00a0Metrics beat average industry CTR performance by 20%   XO partnered with NW Natural to promote key drivers for customer satisfaction within three categories \u2013 Billing & Payment, Price, and Communications. Beginning with a deep research review of customer sentiment, XO identified the key messages to communicate, and…<\/p>\n","protected":false},"author":1,"featured_media":216809,"comment_status":"open","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":""},"project_category":[37],"project_tag":[],"acf":[],"yoast_head":"\nNW Natural - XO Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/xoagency.com\/project\/nw-natural\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"NW Natural - XO Agency\" \/>\n<meta property=\"og:description\" content=\"Marketing Redefining perceptions with industry leading performance \u00a0Metrics beat average industry CTR performance by 20%   XO partnered with NW Natural to promote key drivers for customer satisfaction within three categories \u2013 Billing & Payment, Price, and Communications. Beginning with a deep research review of customer sentiment, XO identified the key messages to communicate, and...\" \/>\n<meta property=\"og:site_name\" content=\"XO Agency\" \/>\n<meta property=\"article:modified_time\" content=\"2024-01-09T17:08:17+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/xoagency.com\/wp-content\/uploads\/story-comp.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1400\" \/>\n\t<meta property=\"og:image:height\" content=\"968\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/xoagency.com\/project\/nw-natural\/\",\"url\":\"https:\/\/xoagency.com\/project\/nw-natural\/\",\"name\":\"NW Natural - XO Agency\",\"isPartOf\":{\"@id\":\"https:\/\/xoagency.com\/#website\"},\"datePublished\":\"2021-01-08T19:41:10+00:00\",\"dateModified\":\"2024-01-09T17:08:17+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/xoagency.com\/project\/nw-natural\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/xoagency.com\/project\/nw-natural\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/xoagency.com\/project\/nw-natural\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/xoagency.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Projects\",\"item\":\"https:\/\/xoagency.com\/project\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"NW Natural\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/xoagency.com\/#website\",\"url\":\"https:\/\/xoagency.com\/\",\"name\":\"XO Agency\",\"description\":\"Brand Digital\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/xoagency.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"NW Natural - XO Agency","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/xoagency.com\/project\/nw-natural\/","og_locale":"en_US","og_type":"article","og_title":"NW Natural - XO Agency","og_description":"Marketing Redefining perceptions with industry leading performance \u00a0Metrics beat average industry CTR performance by 20%   XO partnered with NW Natural to promote key drivers for customer satisfaction within three categories \u2013 Billing & Payment, Price, and Communications. Beginning with a deep research review of customer sentiment, XO identified the key messages to communicate, and...","og_site_name":"XO Agency","article_modified_time":"2024-01-09T17:08:17+00:00","og_image":[{"width":1400,"height":968,"url":"https:\/\/xoagency.com\/wp-content\/uploads\/story-comp.jpg","type":"image\/jpeg"}],"twitter_card":"summary_large_image","twitter_misc":{"Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/xoagency.com\/project\/nw-natural\/","url":"https:\/\/xoagency.com\/project\/nw-natural\/","name":"NW Natural - XO Agency","isPartOf":{"@id":"https:\/\/xoagency.com\/#website"},"datePublished":"2021-01-08T19:41:10+00:00","dateModified":"2024-01-09T17:08:17+00:00","breadcrumb":{"@id":"https:\/\/xoagency.com\/project\/nw-natural\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/xoagency.com\/project\/nw-natural\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/xoagency.com\/project\/nw-natural\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/xoagency.com\/"},{"@type":"ListItem","position":2,"name":"Projects","item":"https:\/\/xoagency.com\/project\/"},{"@type":"ListItem","position":3,"name":"NW Natural"}]},{"@type":"WebSite","@id":"https:\/\/xoagency.com\/#website","url":"https:\/\/xoagency.com\/","name":"XO Agency","description":"Brand Digital","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/xoagency.com\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"}]}},"_links":{"self":[{"href":"https:\/\/xoagency.com\/wp-json\/wp\/v2\/project\/216803"}],"collection":[{"href":"https:\/\/xoagency.com\/wp-json\/wp\/v2\/project"}],"about":[{"href":"https:\/\/xoagency.com\/wp-json\/wp\/v2\/types\/project"}],"author":[{"embeddable":true,"href":"https:\/\/xoagency.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/xoagency.com\/wp-json\/wp\/v2\/comments?post=216803"}],"version-history":[{"count":9,"href":"https:\/\/xoagency.com\/wp-json\/wp\/v2\/project\/216803\/revisions"}],"predecessor-version":[{"id":216970,"href":"https:\/\/xoagency.com\/wp-json\/wp\/v2\/project\/216803\/revisions\/216970"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/xoagency.com\/wp-json\/wp\/v2\/media\/216809"}],"wp:attachment":[{"href":"https:\/\/xoagency.com\/wp-json\/wp\/v2\/media?parent=216803"}],"wp:term":[{"taxonomy":"project_category","embeddable":true,"href":"https:\/\/xoagency.com\/wp-json\/wp\/v2\/project_category?post=216803"},{"taxonomy":"project_tag","embeddable":true,"href":"https:\/\/xoagency.com\/wp-json\/wp\/v2\/project_tag?post=216803"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}