Ease of Mind Campaign

When energy costs started to feel unpredictable, customers weren’t just worried about their bill. They were anxious about the unknown. What they needed wasn’t more technical information. They needed clarity, reassurance, and a sense of control.

To meet these needs, we evolved an existing spokesperson into something more meaningful. Zoe, Your Good Energy Guide, became Zoe 2.0 who shifted from helpful explainer to empathetic coach. Instead of leading with programs, the campaign focused on real-life stress points: opening a bill, navigating rebates, trying to keep monthly costs steady.

Across three utilities, we developed more than 170 pieces of creative over 10 months, spanning a fully integrated, multi-channel campaign. From out-of-home to digital to social, every touchpoint reinforced a simple idea: energy efficiency isn’t another burden. Rather, it’s a way to feel more in control.

As the sole writer across the campaign, I led the voice and messaging across every channel, making sure everything felt like it came from the same place, even as it showed up in different ways.

The work was grounded in customer research and built around real customer concerns, acknowledging what people were dealing with while offering clear, approachable ways to take action. Zoe didn’t just explain programs; she reframed them as tools for peace of mind.

The result was a campaign that connected on a human level while driving real impact:
100M+ impressions, 1M+ clicks, and a 20% increase in program participation.