Our initiative, in collaboration with GRID Alternatives Greater Los Angeles, aimed to empower low-income families in Pacoima by installing solar panels for free. The community was hesitant to trust such programs due to previous scams, and we wanted to rebuild that trust by using a well-planned approach to community engagement and digital marketing.
Solutions:
To effectively reach the diverse Pacoima community, our Meta Ads campaign was delivered in both English and Spanish, aligning with the specific language preferences of identified audience segments. This tailored approach was part of a dual-phase campaign strategy.
The first phase focused on refining and optimizing existing advertising assets to restore confidence in the legitimacy and benefits of GRID’s program. The second phase introduced new content series: “Free Solar, Real Stories” and “Solar Myths Busted”, which were designed to educate and resonate deeply with the community through real testimonials and debunking common misconceptions.
As part of our efforts to enhance the user experience, we redesigned the landing page for brand consistency and improved navigation, resulting in a significant increase in lead generation conversions.
