The Low-Down

ONE Gas is the largest natural gas provider in the tri-state area of Kansas, Oklahoma and Texas. To protect the public, they promote safe digging practices for homeowners and commercial contractors. Specifically, they encourage everyone to call 811 so that underground utility lines are marked before digging projects. Because damaging a natural gas line can be unsafe and may cause outages. 

To increase calls to the 811 service line, we piggybacked on the industry's National Safe Digging Day. The event is held annually on August 11th (8-11, get it?). Our campaign was called "11 Days of Giveaways for 811 Day."

STRATEGY, TACTICS AND OTHER NITTY GRITTY

To ensure that communities would use safe digging habits and call 811 before digging, we devised a three-pronged strategy:

1. Position ONE Gas as the go-to resource for Natural Gas Safety. 
2. Encourage the audience to take safety measures seriously and consistently. 
3. Incentivize the audience to actively participate in Natural Gas Safety Education. 

To execute, we launched both Paid and Organic Facebook campaigns that engaged customers across three service territories. We wrote, scheduled and monitored posts. We picked daily contest winners and communicated with Facebook followers. We brainstormed prizes and coordinated logistics.