National Grid wanted to spread awareness about its charging stations across Massachusetts in pursuit of its Commitment to Delivering the Clean Energy Transition. It specifically targeted 18-- to 49-year-olds, an audience that is typically not engaged with the brand.

Props sent six Props creators on the ultimate ice cream road trip over one week. Each creator had a chance to drive an EV to learn more about National Grid’s Drive Clean Across Massachusetts initiative.

Their content highlighted the clean energy steps National Grid is taking towards a greener future across Mass, educating viewers on the initiatives while highlighting a different local ice cream shop as the destination of their trip. Thanks to Props and National Grid, 500 dollars worth of ice cream was sent to every shop visited by a Props creator.

Each personal story was promoted through the creator’s handle, using paid media to generate impressions. Our content produced record-breaking results by leveraging Facebook, Instagram, Google Display, TikTok, and Snapchat.

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 demographic.