Strategic Brand Growth for
Walton Gas
Building Campaigns to Differentiate Through Authentic, Customer-First Storytelling.
The Ask
Walton Gas is a customer-first natural gas provider known for its integrity, community investment, and consistent service. Operating in a highly regulated and competitive industry since 2002, they compete alongside larger providers with extensive marketing resources. The goal was to clearly differentiate their brand by highlighting the value of their customer relationships and reinforcing their commitment to authentic, community-centered service.
The Results
Through interviews with customer service representatives, analysis of social media feedback, and a comprehensive review of the competitive landscape, we identified key audience insights and market positioning opportunities. These insights informed a strategic shift from product-focused messaging to storytelling centered on the meaningful experiences a well-functioning home enables, strengthening the brand’s ability to connect more authentically with its audience over time. This foundation also established a consistent content framework that allowed us to track performance and measure impact across key channels as the campaigns evolved.
“Between Pixels is a vital asset to our business and the growth we have experienced during our five years partnership. Their team constantly explores new opportunities, and go above and beyond to best represent our brand.”
Phil Weatherly
Director of Business Development, Walton Gas
Campaign Impact
+2.11%
CTR
Exceeded 2026 platform benchmark (1.57%), earning “Top Performer” status
-$0.25
CPC
Drove qualified traffic at 64% below industry average ($0.70)
+92%
Visibility Share
Reached 1.49M users, establishing dominant awareness share
-28%
CPC Trend
Sustained downward cost trajectory through ongoing optimization
Lifetime Account Impact
+3.67M
Total Reach
Expanded audience exposure by +921.7% since launch
+1.62M
Lifetime Viewers
Built sustained, high-frequency brand recall at scale
-82%
Cost Efficiency
Reduced CPC from $6.00 experimental benchmark to $0.49 lifetime average
-$7.51
CPM
Delivered 4M impressions
at 44% below national
median ($13.48)
at 44% below national
median ($13.48)
Note: Metrics reflect Meta platform performance, our primary measure of brand resonance and audience engagement.
The Work
During our initial strategy phase, we created a content roadmap that extended the campaign well beyond the TV ad. We wrote and produced assets for nearly every channel, each optimized for the unique characteristics of its medium and audience. This included print materials and out-of-home (OOH) advertising, such as billboards and transit placements. The result was significantly higher ROI, as we were able to deliver multiple deliverables across mediums from a single video asset.
The“Warm Moments” campaign
