Breaking ground in advertising, Props is honored to be named a finalist for MediaPost’s Planning & Buying Award. The submission of our campaign with National Grid was within the Native Marketing division, highlighting “the creative use of content, in partnership with a publisher, to promote a product, brand or service with the primary purpose of increasing brand awareness/social engagement.”

This past summer, National Grid partnered with Props to increase awareness among hard-to-reach younger audiences about its commitment to electric vehicles and their clean energy transition. National Grid identified 18 to 49-year-olds in the Massachusetts market as an audience typically disengaged with the brand. 

Through its unique platform, Props recruited six young adult content creators from Boston to promote National Grid’s key messaging. In curating each creator, the Props platform focused on their unique experiences, storytelling ability, and relatableness to each audience segment rather than their followers. 

All six independent creators set off on their individual EV journey across Massachusetts, stopping at small business ice cream shops to make their content seasonally and culturally relevant. Along the way, these creators stopped at National Grid-enabled charging stations to educate their audience about National Grid’s Drive Clean initiatives.

Combining the high response of these curated creator stories with the scale and control of paid media allowed us to achieve record-breaking results. 

Being named a finalist of this award is an honor and a testament to our hard work and commitment to achieving the highest performance for our clients.

We want to thank MediaPost for recognizing our efforts, the National Grid team we enjoy collaborating and growing with, and our Props team, whose dedication and creativity have made this achievement possible!

Read the MediaPost finalists here.

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The Team:

National Grid

Bryan Grimaldi, Vice President of Corporate Affairs
Matt Motley, Stakeholder Engagement and Marketing Campaigns
Jennifer Bohuslavsky, Stakeholder Engagement & Marketing Campaigns

Props Media Platform

Alyssa Clark, Vice President
Megan Matera, Director of Client Success
Malcolm Mead, Senior Manager of Media and Business Intelligence
Courtni Frey, Creators and Content Leader
Josie Krentz, Design Leader