Props + PG&E Success Story

PG&E

PG&E needed to change its image. While the company had made significant strides in safety, sustainability, and infrastructure, public perception hadn’t caught up. The PG&E team wanted to ensure that the narrative surrounding their work reflected the values, people, and positive impact behind the scenes.

Mission

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

Cases

Other cases

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Bread Financial + AAA Visa

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Better Mortgage

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AAA Membership

300K+ New Customers. 26% Lower Acquisition Cost. Younger Members

Lunya

Luxury Performance, Redefined: 20% Above ROAS Target

National Grid

Who knew National Grid had 1,800 charging stations?

AAA Travel

Props Surpassed Cost-Per-Booking Goal by 32%

Real Stories.  Unreal Results.™

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.