Mercury: energy made wonderful, through digital

FCB pitched and won the Mercury business on a promise of delivering dynamic, data-driven creativity that would transform the utility company’s brand experience. We did all that – and more.

My role began as Digital Creative Director and grew to encompass CX strategy, innovation and execution.

Working with Dick & Jane (corporate identity), Catch (web design), FCB Media, and the Mercury team, my role was to deliver in four areas:

• Ongoing fine-grained test-and-learn executions (sketch, prototype and build multivariate executions of standard digital assets);

• Ad-hoc innovative, dynamic assets and artefacts (conceptualise and build world-class interactive web ads and customer experiences);

• Strategic test-and-learn experiments to feed the above;

• Complete social and syndicated content layers.

We started with a comprehensive, old-school direct marketing approach of testing and learning through every dynamic channel we could find: email, landing pages, web ads, sms and snail mail. The results gave us license to completely redesign the brand experience. The journey was hard, but enjoyable, and the results speak for themselves:

• 250% increase in website visits, in the first month

• 2.6 million impressions from social content.

• 92% engagement rate for launch TVC social post.

• 4.5% CTRs on Native articles in Social (vs 0.15%).

• 65% open rate (vs industry 25.9%) and 23% click through rate (8x industry standard) for emails.

• 24 million digital ad impressions @ 2.1% CTR – 14x industry standard

• Massive increases in acquisition, retention, CSAT, NPS, employee satisfaction, revenue, profit, and share price.