The secret to this campaign for local HVAC company A.G. Roehrig and Son was the timing. Once the Buffalo weather is in full swing, heating and cooling companies are inundated with emergency calls. A.G. Roehrig wanted to compel people to be proactive about their heating needs, so we started running the campaign a few weeks before the area was set to start seeing snow and dropping temperatures. The campaign was rooted in the concept of being able to turn up the heat to stay warm because a new furnace offers so much more cost efficiency. The social media campaign was able to target area homeowners at the precise moment they might be starting to think about checking on their furnaces.