Santee Cooper

Instead of lectures and charts, we gave people characters to root for. The Santees and the Coopers—two friendly, high-energy families—went head-to-head in a series of lighthearted videos packed with practical tips and inside-joke relatability. Because let’s face it: you’re way more likely to shift your laundry routine if a fictional dad in khakis makes you laugh first.

We brought the energy (pun intended) with broadcast-quality spots covering everything from summer peaks to toaster timing. Each video focused on one simple behavior change—explained in plain speak, acted out with a wink, and delivered with enough charm to make viewers smile and switch off the dishwasher.

We didn’t just post content—we pulled customers into each character’s world. Through playful short-form videos, we let the Santees and Coopers show off their quirks and their energy-saving tricks, turning every scroll into a teachable moment. Using an AI-powered workflow, we transformed behind-the-scenes photography into an endless stream of vibrant, eye-catching social content that kept the story fresh—and peak hours top of mind.

To make sure no household missed the memo, we deployed precision-targeted media across Santee Cooper’s service area. Paid social and programmatic ads served the campaign straight to local screens—right when customers were planning dinner or Googling energy-saving tips. Smart habits, meet smart targeting.

In just one month, customers tuned in, clicked through, and started learning how to “Defeat the Peak.” Proof that even utility campaigns can become crowd-pleasers when you add a little rivalry and a lot of heart.