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Identifying, Educating and Mobilizing Advocates

As an energy leader in North America, Williams is committed to educating stakeholders about the numerous benefits of natural gas. In 2014, they set out to create positive sentiment toward the newly proposed Atlantic Sunrise Expansion Project (ASR), designed to increase capacity of the existing Transco pipeline system.

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What We Did

We sought first and foremost to grow advocates and increase public awareness and support for the Atlantic Sunrise Project. To engage audiences, we provided information about the benefits of natural gas, local community giving efforts and general project updates on the project’s social media channels, while also combating misinformation being spread by the opposition. Our digital and social advertising efforts drove advocates to take actions like signing up to support the project.

Results

By leveraging digital marketing tactics, including targeted communications across email and social platforms, we built a solid foundation for ASR’s reputation.

  • 13,000+ Facebook page likes and 4,300+ Twitter followers.
  • 6 million+ impressions across all social channels.
  • 53% increase in project advocacy actions in one week through targeted social advertising.

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