Rebuilding digital campaigns for a city's power utility: 3× reach in a single quarter
K-Electric supplies power to one of the world's largest cities. Its digital campaigns needed to reach millions of customers with service, safety and billing messages — consistently, measurably, and in a voice the city recognised.
The challenge
Campaigns had grown piecemeal: different agencies, inconsistent creative, audiences that overlapped or missed whole districts, and reporting that measured impressions rather than whether messages reached the customers who needed them. Leadership wanted to know, simply, who was reached and what it cost.
The approach
- Rebuildaudience + message map
- Creative systemone voice, every format
- Launchdistrict-level targeting
- Optimiseweekly creative tests
- Reportreach, frequency, cost
- Rebuild from the ground up. An audience map by district and customer segment, and a message map by service, safety and billing topic.
- One creative system. Templates, tone and formats so every post and ad looked and sounded like the same utility, in the languages Karachi uses.
- Launch with district-level targeting and frequency caps, so budget reached under-served areas instead of saturating the same audiences.
- Optimise weekly on creative tests, and report monthly in plain language: reach, frequency, cost per thousand reached, and what changes next month.
What we built
- Audience and message architecture for city-scale campaigns
- A creative system for social and paid formats
- Paid social campaigns with district-level targeting and frequency management
- Monthly reporting leadership could read without an analyst
Results
- Reach across Karachi grew more than 3× in a single quarter
- Consistent brand voice across every channel and format
- Reporting described by the client as the clearest they had worked with
"1 Sol rebuilt our digital campaigns from the ground up. Our reach across Karachi grew more than 3× in a single quarter, and their monthly reporting is the clearest we've worked with."
What made it work
Structure beats spend
Most of the reach gain came from fixing overlapping audiences, not from a bigger budget.
A system scales; a post doesn't
One creative system let a small team keep up with a city-sized calendar.
Report what leaders ask
Reach, frequency and cost — not vanity metrics — is what kept the programme funded.
Government and enterprise programmes are described under confidentiality agreements; client identities, figures and architectures are generalised where required. Marketing results are reported as the clients described them.