Company: Xcel Energy, Minneapolis, MN
Company Description: Xcel Energy is a major U.S. electricity and natural gas service provider with annual revenues of $11.5 billion. Based in Minneapolis, the company operates in eight Western and Midwestern states, providing a comprehensive portfolio of energy-related products and services to 3.6 million electricity customers and 2 million natural gas customers.
Nomination Category: Video Categories
Nomination Sub Category: P.R.: Industrial
 Nomination Title: Xcel Energy responds to Rapidan Dam flooding
- Date this production was first released/publicly viewed:
The video was published on YouTube on July 3, 2024 and shared on Xcel Energy’s blog and social media channels targeting Xcel Energy customers in Minnesota, Wisconsin, South Dakota, North Dakota, Michigan, Colorado, New Mexico and Texas.
- Briefly describe this entry's communications objectives and how it met those objectives (up to 200 words):
Total 188 words used.
When rushing water from the Blue Earth River overflowed in the early morning of June 24 in Rapidan, Minnesota, the current swept an entire power substation downriver, leaving nearly 600 customers in a small community without power. Xcel Energy crews quickly got to work, working through challenging environmental conditions to get customers’ power back on by that evening.
To tell the story of our response, we knew capturing footage of the scope of the disaster as well as on-the-ground testimony would be critical. Our video team interviewed customers and crew members and captured in real time the quick thinking and professionalism of our lineworkers. Our ultimate goal was to amplify Xcel Energy's commitment to community safety and reliability, highlighting the role our crews play in maintaining power to the areas we serve.
We promoted on external and internal channels to reinforce a sense of trust among customers, creating pride and goodwill among employees, communities, partners and stakeholders. As of July 15, 2024, we garnered 761.2k reach/impressions and 3.83k engagements on our social media channels, as well as 445.19k video views through organic and paid posts.
- Provide the applicable creative and production credits for this entry:
- Hannah Sayle, senior communications consultant, Xcel Energy
- Ben Garvin, documentary filmmaker
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