ENERGY MATTERS.
THE FUTURE DEPENDS ON IT.
CASE STUDY: Positive Energy Campaign
OVERVIEW:
ComebackTV Presents is a media operations partner that solves the energy industry's most urgent business problems: talent shortages and political vulnerability. Through continuous, verified, accessible storytelling, we insulate companies from political swings and fill their recruitment pipelines. We extend the effectiveness of major campaigns by 30–50%. We turn complex industry data into culturally relevant narratives. We maintain year-round presence where public opinion actually forms. And we've already proven it works.
CHALLENGE #1:
Political Emotionalism & Public Perception
Energy has become a divisive, politically charged topic. Our client began by asking a critical question:
"Energy is a complicated and often divisive topic, so how can we help people better understand it and form their own opinions?"
Through our conversations, we identified several challenges shaping today’s energy conversation:
Extreme partisan narratives are dominating public discourse.
Younger generations are completely disconnected from energy realities.
There is no credible, neutral industry voice in mainstream conversations.
Communities are opposing necessary projects due to misinformation.
With media evolving at lightning speed, the energy sector had no way to keep up. Traditional one-off campaigns couldn’t build sustained understanding. The industry needed a continuous communications infrastructure.
CHALLENGE #1 SOLUTION:
What We Built: The Positive Energy Campaign
ComebackTV Presents built a dream team of top national newsroom talent. Together, we combined our journalistic and storytelling expertise with our client's vision to create something groundbreaking: a digital video energy encyclopedia: bite-sized, straight-to-the-point, and designed for an audience with short attention spans but a big need to know. We built a full-scale digital newsroom dedicated to energy, think expert explainers, myth-busting, headline breakdowns, and the latest innovations, all in a way that actually resonates with the public.
Core Strategy:
Bipartisan & Educational: Cover all energy sectors without political bias
Journalist-Led: Verified sources, editorial standards, credible reporting
Digestible: Sixth-grade reading level, bite-sized format for short attention spans
Continuous: Year-round presence across multiple platforms, not sporadic campaigns
Multi-Channel: Website, video ads, digital media, mobile: meeting audiences where they are
Deliverables:
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We worked closely with our client to gain a thorough understanding of the industry and target audiences. With the insights gained, we developed a comprehensive branding strategy, including a brand name, logo, and tagline. Our approach leveraged modern design principles and incorporated brand messaging that conveyed the client’s commitment to informing the public about the energy industry.
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To ensure that the Positive Energy Campaign reaches audiences in a meaningful way, we have developed and continue to refine a robust content strategy centered around engaging, fact-based storytelling. We produce high-quality videos, craft compelling written narratives, and create interactive multimedia content designed to educate and inform. Each piece of content is carefully designed to break down complex energy topics into digestible, shareable, and thought-provoking pieces.
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We developed a multi-channel digital marketing plan to increase awareness of The Positive Energy Campaign. By leveraging a microsite (positiveenergycampaign.com), digital marketing pixels, and digital ads, we were able to place our content directly in front of the target audience.
CHALLENGE #1 RESULTS:
Our mission was clear: share credible, well-researched information that builds understanding and shifts perception.
In just 7 months, we saw:
960,000+ Impressions
Impressions build sustained awareness across channels.
960,000+ impressions represent 960,000 opportunities to shift perception from "energy = political issue" to "energy = essential daily resource."
Each impression creates brand recognition for balanced, credible energy information, building the narrative infrastructure needed to insulate against political swings.
399,000+ Engagements
Engagements are authentic interactions demonstrating genuine interest.
399,000+ engagements signal people are actively choosing to interact with energy content, not just scrolling past. This voluntary engagement indicates the beginning of a perception shift: from "avoid this divisive topic" to "I want to understand this better."
These interactions create advocates who can counter extreme partisan narratives with informed perspectives.
Anthem Award Winner
Celebrating Purpose and Mission-Driven Work
Silver Award Winner in Sustainability, Environment & Climate Digital & Innovative Experiences Awareness Categories
Featured in:
4,600+ Hours of Video Consumption
Video Consumption indicates deep engagement, proving sustained attention and genuine learning.
4,600+ hours represents approximately 276,000 minutes of active learning about energy. People don't invest this kind of time unless they trust the source and find value in the information. This depth of engagement is the antidote to soundbite politics and partisan talking points; it's evidence that bipartisan, educational content can cut through political noise and build genuine understanding.
WHAT THIS PROVES:
Continuous Media Operations Work
People Will Engage With Energy Content
Journalist-Led Credibility Matters
The Model Is Scalable
CHALLENGE #2:
Talent Acquisition & Workforce Stability
The energy industry is facing a growing workforce crisis — that includes:
Persistent Talent Shortages
76% of energy employers report difficulty finding qualified workers — well above the national average.
New Employee Retention
85% of energy HR professionals say retention is even more challenging than hiring.
Slow Hiring & Long Recruitment Cycles
Typical time to hire is 45 days, with specialized engineering roles taking 60+ days to fill.
High Turnover & Retirement Pressures
Annual turnover in segments of the energy workforce ranges from 12–18%, with traditional oil & gas higher than renewables. Up to 35% of employees are eligible to retire within the next decade, creating potential knowledge gaps.
Impact on Operations & Growth
Workforce shortages slow project timelines, raise costs, and complicate strategic planning.
CHALLENGE #2 SOLUTION:
What We WILL Build – Scale PEC Into A Talent Pipeline
The Positive Energy Campaign isn’t just about connecting talent—it’s about saving the industry millions. Industry surveys find that replacement costs for skilled energy workers — when recruiting, onboarding, training, and lost productivity are considered — often exceed 50 % of annual salary, and for specialized energy roles can top $150,000 per employee in true cost to the company. By collaborating to scale this campaign, we can deliver pre-qualified, ready-to-work professionals, cutting hiring time, reducing turnover, and protecting the bottom line.
The PEC infrastructure is proven. The audience is engaged. Now we need partners to unlock the full savings and impact for the entire energy sector. Contact CTP today to become a partner and help scale this campaign for maximum impact.