Direct Energy used carousel ads to educate consumers about energy options and showcase its competitive plans, using ad creative that reflected viewers’ diverse home lives and priorities. For example, an ad targeting budget-conscious parents featured a boy in his favorite superhero cape, introducing the promise that “You Have the Power to Save.”

To reflect market-pricing differences across multiple American states, the ads featured offers uniquely to each region. To serve different ads to different regions, Direct Energy built Custom Audiences based on email lists for different geographical areas. Initially focused on the Texas market, the energy company later extended to other markets where its plans would stand out—for example, Massachusetts, where it offers a 27% saving over the local utility.