Targeting students and parents for TSEG

Solution

We began with an initial paid social campaign on Facebook and Instagram to shape messaging for both students and parents in TSEG’s launch campaign.

• We used a mix of functional (stress reduction, ease, and time-saving) and emotional (sustainability, doing the right thing) messaging pillars and ran A/B tests with new visuals to bring the brand guidelines to life
• This testing phase provided crucial insights into our target audience’s preferences. We found that functional benefits, such as reducing stress and saving time, resonated more with both students and parents than emotional appeals. This allowed us to tailor the campaign’s messaging—and the copy for the website—around these priorities
• Additionally, we segmented the audience, using Gen Z language for students and a more direct, reassuring tone for parents
• Example messaging included:
  • "Become the CEO of stress-free bills" (students)
  • "It’s OK boomer, there are no hidden fees" (parents)
• With these insights, we developed a robust launch strategy that aligned creative assets, messaging, and audience targeting across multiple channels
• We combined always-on paid social and PPC with national and regional PR, hyperlocal out-of-home advertising in student cities, and influencer marketing. These efforts helped TSEG stand out in a crowded market by focusing on key benefits like no hidden fees, green energy, and stress-free billing
• Our creative team refined the visuals with animations to ensure they captured attention across social media and out-of-home platforms