Certas Energy: Community Bloom Fund

Certas Energy operates in one of the UK’s most price-driven and low-loyalty markets, where customers purchase infrequently and switch providers with ease. To address this challenge, CTI Digital developed a strategy to strengthen customer retention and build meaningful brand affinity by repositioning Certas Energy beyond a transactional fuel supplier.

The result was Beyond The Grid, a long-term, integrated platform designed to connect the brand with the everyday lives of rural communities. At the heart of the campaign was the Community Bloom Fund, a £30,000 initiative supporting local projects that improve shared spaces. This shifted the narrative from selling heating oil to championing the communities that depend on it.

The campaign was delivered through a multi-phase, multi-channel approach. National PR and a 2,000-person survey sparked widespread awareness, highlighting declining community connection. This momentum was converted into action via a dedicated application hub, supported by paid social and CRM. Shortlisted communities were then activated through localised storytelling and a gamified public vote, driving participation and advocacy. The campaign culminated in a tangible outcome, with Fantastic Fox Wood PTA in Warrington winning funding to build a wheelchair-accessible school playground.

Beyond The Grid delivered strong results, including 32 million PR reach, over 8,500 public votes, and high levels of repeat engagement. CRM performance significantly exceeded benchmarks, while new audience growth and customer re-engagement demonstrated clear commercial impact.

By tapping into community pride, Certas Energy successfully built a deeper, more emotional connection with its existing audience and new prospects.