A campaign to boost heat pump awareness in Scotland has exceeded targets and expectations. Heat Pump Heroes led to a 65% jump in Home Energy Scotland heat pump loan applications.
With an eye on its goal of getting 1m homes to switch to heat pumps by the end of the decade, the Scottish Government asked us to create an awareness raising campaign to run in 2021.
We used market research to establish existing levels of heat pump awareness in Scotland, and to help us design messaging and define the audience for a campaign.
We found 51% of Scottish residents had heard of heat pumps, and 41% had a good understanding of them, with one in five saying they were likely to install one within five years.
Using research findings to shape our design thinking, we recruited five heat pump heroes from the Green Homes Network, our community of 300 homeowners keen to help and encourage others to make the switch. Fresh Home Energy Scotland website content focused on our heroes and why they loved their heat pumps.
We targeted audiences using social media and Google ads according to where they were on their heat pump journey, inviting them to read our heroes’ stories to find out more. We smashed our target of 8,000 visits to our new web pages – in fact, the figure was 35,000 during the campaign.
Did we raise awareness levels? Marketing communications executive Clare Booth explains: “When we re-ran our research in March 2022 we found 73% of respondents had heard of heat pumps, up from 51% the year before. And 46% said they now had a good understanding, up from 41%.”
Heat Pump Heroes continues to direct householders towards Home Energy Scotland for free, impartial advice. From first enquiry through funding options to approved installers, we’re with people every step of the way.