Who knew National Grid had 1,800 charging stations?
National Grid
National Grid is a leading utility provider committed to accelerating the clean energy transition. Its bold pledge: enable 200,000 electric vehicles (EVs) in Massachusetts by 2025.
Mission
National Grid needed to raise awareness of its EV commitment among younger audiences (18–49), a segment often disengaged with traditional utility marketing. The challenge was to make clean energy adoption relatable and drive measurable engagement at scale.
Props approach
Props partnered with six young creators—each experiencing EVs for the first time. Their road trip across Massachusetts, framed around visits to local ice cream shops and small businesses, turned EV education into a culturally relevant summer story. Along the way, they stopped at National Grid-enabled charging stations, authentically showcasing the “Drive Clean” initiative.
Props brought National Grid’s EV mission to life by reframing clean energy as part of everyday culture. By capturing first-time EV experiences, the campaign created authentic storytelling moments that audiences trusted. Publishing the content on National Grid’s website deepened credibility and gave the utility ownership of valuable first-party data.
Distribution through creator handles across Meta, TikTok, Snapchat, and Google Display amplified reach while preserving authenticity. Running paid media through the creators’ voices ensured that the message looked and felt different from traditional utility advertising, making it more relevant to younger audiences.
The campaign delivered significant impact. Creator content generated over 16 million views, tripling the original goal. It brought 112,000 visitors to National Grid’s website, with the vast majority being new to the brand. Visitors engaged deeply, with average on-site time nearly a minute, demonstrating that the stories were not just watched but read and absorbed.
By turning EV education into relatable storytelling, National Grid transformed perceptions of its role. Rather than being seen only as a utility provider, it positioned itself as a trusted guide for the clean energy transition. This shift built awareness, engagement, and lasting trust among a new generation of energy consumers.
results
What we accomplished
Props tripled National Grid’s impressions goal and successfully drove them to the National Grid website to engage with the content. Over 90% of the visitors were new to National Grid, and over 80% were within the target demogThrough authentic storytelling and targeted distribution, Props helped National Grid achieve record-breaking results. The campaign generated over 16 million content views, 112,000 site visits, and reached younger demographics at scale. Engagement and click-through rates far outperformed benchmarks, proving that storytelling could turn a utility’s clean energy mission into a powerful growth engine for awareness and trust.raphic.
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