Hearst UK, has partnered with Smart Energy GB to launch a fully integrated campaign led by video and supported through branded content and social activation.

The partnership aims to drive awareness of smart meters as a key way of managing the cost of energy in the home for millennials across the audiences of Cosmopolitan, Digital Spy and Men’s Health.

Hearst UK has created four videos on ‘The Power of 10p’, in which brand-specific challenges are set to find out how far consumers can get on 10p’s worth of energy. The campaign will be supported by print and digital branded content articles across Cosmopolitan and Men’s Health and digital branded content articles on Digital Spy. It will also be promoted heavily via social media activation.

Jane Wolfson, Chief Agency Officer of Hearst UK, says: “Hearst can reach and engage millennials at scale. Cosmopolitan, Men’s Health and Digital Spy have highly-valuable audiences and we are delighted to partner with Smart Energy GB to help drive awareness to these key consumers.”

Gavin Sheppard, Director of Marketing at Smart Energy GB, says: “We know that engaging young people with a subject as manifestly boring as energy metering technology is a real challenge. So we didn’t try to do that. Instead, we needed a content strand that would bring to life not what smart meters are, but what they can do, and would make energy use tangible and meaningful to people with more interesting things on their mind. And we needed a media partner that could reach different groups of young people around different passion points. Hearst provided us with both.”

The first Cosmopolitan video can be viewed here. The further three videos are rolling out during the start of December.