About
April-May of 2024, we completed a social media and programmatic video ad campaign called the “Tale of 2 Counties” video. A story that compares the economic benefits brought to a Michigan county that embraced renewable energy development, Gratiot County, compared to one that rejected renewable energy and suffered the consequences, Lenawee County.
Gratiot County, Michigan has received around $2 billion in investments from the wind industry since 2012, when they first embraced a wind project. The county has received $82.7 million in additional tax revenue, and an influx in new jobs since 2012.
Meanwhile, Lenawee County, Michigan denied a wind development in 2012, and is now seeking a $42 million bond issue to fix its aging schools. The denied wind project would have paid landowners and local governments up to $56.7 million over 20 years, money that could have gone to the local school district.
Goals and Objectives
We partnered with Strategic Elements on a 30-day campaign to promote the video with programmed paid ads (30 sec, 60 sec, etc.) spots on our My Renewable Resource Facebook and X (Twitter) accounts, as well as paid programmatic ads (e.g. Hulu placements).
The primary goal of this campaign was to place positive messaging on the benefits of renewable energy for local communities in key Michigan communities. Our secondary goal was to increase followers to the MRR social media channels and video view, across Facebook, X (Twitter), and programmatic pre-roll, instream, and connected TV video channels.
The overall objective aligns with our mission to promote “good news first” to “lift all boats” of the renewable energy industry. This campaign was launched in Michigan during a critical moment while the Citizens for Local Choice ballot initiative was ongoing to oppose the statewide siting legislature.
Results
Results of the Facebook ads included 1,163 new followers, over 240,000 video views, 295,000 post impressions, and 78,000 post engagements.
Results of the X (Twitter) ads included over 218,000 impressions, 33,500 video views, and 2,500 engagements.
Results of the programmatic video ads included 137,000 impressions and 114 link clinks.
Watch the Videos!
Watch the video below to see firsthand the economic benefits and opportunities that come to communities that accept and embrace renewable energy projects!
More clips are on YouTube: Tale of 2 Counties- Renewable Energy Provides Resources to First Responders (youtube.com)
Check Out Our Factsheets:
Wind Delivers Economic Benefits to Michigan
Renewable Energy and Grid Reliability in Michigan
Renewable Energy and Property Rights in Michigan
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