Props drove measurable brand lift for PG&E

Pacific Gas & Electric

PG&E had made real progress on two crucial issues, wildfire safety and affordability. Unfortunately, the ads promoting this progress weren't doing enough to change customer perception or trust. Props engaged credible creators from within the communities most affected, distributed their stories through its performance system, and shifted perception where traditional advertising had fallen short. Wildfire CPM exceeded its goal by 36%, reflecting meaningful audience engagement with the content. Additionally, a Meta Brand Lift Study showed that Props content drove a 17x higher lift in brand favorability compared to the industry average.

Mission

Drive measurable brand lift by rebuilding trust through credible, community-led voices. Center storytelling on wildfire safety and affordability through the eyes of PG&E customers, to make the utility’s progress feel real to customers.

Props approach

Props approached PG&E’s reputational challenge by focusing on authentic, people-first storytelling that reflected the company’s real progress in safety, sustainability, and infrastructure. Rather than reframing the message alone, Props ensured the narrative was told by trusted voices embedded in the communities PG&E serves.

By hand-selecting creators aligned with PG&E’s mission and values, Props translated complex initiatives into relatable, educational content audiences could understand and trust. Each creator was tasked with spotlighting meaningful work already happening across the state while guiding viewers to existing resources for deeper engagement.

Props structured the campaign around distinct focus areas, wildfire safety, affordability, and access and functional needs, matching each with creators whose lived experience or expertise made the message credible. This ensured every story felt specific, relevant, and rooted in real community impact rather than broad brand messaging.

Through this tailored creator strategy, Props helped PG&E rebuild trust while improving performance efficiency across paid channels. The result was stronger brand favorability, significantly lower CPMs, and video engagement that far exceeded benchmarks, proving authenticity drives both perception and performance.

results

What we accomplished

Props beat the Wildfire CPM goal by 36% and delivered brand lift 17x higher than compared to the industry average. Users spent nearly two minutes on site, signaling strong engagement. A Meta Brand Lift Study confirmed impact: +1.7% lift in favorability (vs. 0.1% benchmark) and +7.7% lift in ad recall with >99.9% confidence.

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Props is a performance-based creator marketing platform that helps brands win new customers. We unite the credibility of creator storytelling with the precision of paid media, delivering measurable outcomes, not vanity metrics. Powered by proprietary technology, Props ensures every client engagement drives ongoing, tangible business results.