Case Study
Griffith
Energy Services
The Challenge
While Griffith Energy Services has been in operation since 1898, its complete line of services was not fully appreciated. Griffith is primarily known for providing heating oil and fuel delivery, yet the company offers HVAC services as well. Mediagistic took on the challenge of increasing awareness for Griffith’s heating and air conditioning solutions to help the company realize its full potential.
To this end, Mediagistic recognized a need for multi-channel marketing with a focus on social media, and undertook the challenge of creating a strong social presence for Griffith that would reach the appropriate customer base in Griffith’s Mid-Atlantic regional market.
The Solution
Mediagistic took Griffith’s established Saint Bernard mascot and created a new marketing campaign that elaborated on the company’s full range of services and solutions. The single Saint Bernard gave birth to a fresh idea for a series of puppies in the marketing materials. Each of the four puppies highlighted a different service area for the company, breaking out Griffith’s offerings with clear differentiation between heating, A/C, propane, and oil.
Mediagistic’s campaigns appeared not only on Griffith’s website, but across social media platforms as well.
Mediagistic’s Social Media Strategists created automated videos that drew on content from Griffith’s monthly blogs and articles. These videos cashed in on the known popularity and performance of video content on sites like Facebook. This effectively strengthened Griffith’s multimedia presence while reinforcing the messaging for its multi-service campaign.
Results
The Saint Bernard puppy campaign was well-received by the team and staff at Griffith. It received strong engagement and helped to increase awareness of Griffith’s full line of services. Between 2019 and 2020, Griffith increased its social media traffic by more than 200%. The average session duration for website visitors who were referred through Facebook increased 60% year over year, proving that the connections made via social media were translating into interested homeowners who took the time to investigate the company’s services.