In this case study, we’ll walk you through the different ways the PEC uses Brandwatch Consumer Research for campaign management, and how the platform empowers their marketing and analytics teams to tell meaningful stories with data.
Throughout, you’ll hear from the Potential Energy Coalition’s Director of Strategy and Operations, Zander Sebenius, on how the PEC has been leveraging insights discovered with the help of Brandwatch Consumer Research.
The start of the Science Moms campaign
PEC’s team has done an enormous amount of research, and one of the insights that they’ve discovered is that moms – especially in the US – are incredibly influential within their communities and families, and can impact real change (eg Mothers Against Drunk Driving).
Climate change has been in the media for a long time, with stories like polar bear extinction and ice caps melting becoming commonplace. While these stories can activate some people, for the mainstream American public they don’t have much impact. “If you are a busy mom and have 1,000 things to do, you don’t have time to worry about polar bears,” said Zander.
To activate an audience, you’ve got to make your issue relevant. What’s a better way to reach moms on this subject than through a climate scientist who is a mom, and who understands what it’s like to be raising a child while knowing what the future could hold?
From this idea, the Science Moms platform was born.
Leveraging the right tools and making sense of the social conversation
An important first step in the Science Moms campaign was to understand how climate change is being discussed on the internet. Typically, the climate policy conversation online spins around trending topics like the Green New Deal. There’s also a lot of climate fear online, for example talking about global warming and extreme weather causing animal and plant species extinction, wildfires, and clean water becoming a scarce resource.
Zander shared that in the past he’s used several tools to monitor the online conversation but struggled to get to the insight. “You don’t really know what you are getting, and it’s super high-level,” he said.
With Brandwatch Consumer Research, Zander’s team was able to dig deeper into the conversation and discover valuable insights that helped in the initial stages of the campaign. They were able to discover:
- What are the biggest topics in the climate change conversation online?
- What are ‘regular people’ (non-scientists or politicians) talking about in relation to climate change?
The team were able to easily pick up on what was trending, but they also spotted an opportunity in what wasn't being talked about – how climate change relates to people's day-to-day lives and worries. Parents want their children to have the same opportunities, see the same animals, and not have to face dangerous weather conditions, so the PEC team wants to bring these topics to the forefront.