Washington Gas partnered with White Whale to manage its On-Main conversion program. White Whale was instrumental in using its GIS capabilities to identify targets close to the natural gas main. Whale also developed the brand, messaging and executes this campaign through a multi-channel approach.
The top segmented tiers received a high impact magazine package which yielded a 60% increase above the traditional letter package
Slightly engaged targets were remarked with a follow-up email yielding a 51.8% open rate which is double the natural average of 22.93%
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Video ads have a 2-3x higher engagement rate than static ads.