AQPER

The Association québécoise de la production d'énergie renouvelable needed a social acceptability campaign for wind energy in the Vallée du Saint-Laurent, where seven host municipalities across seven MRC carry live projects from five different promoters.

Two jobs at once. Province-wide credibility for the sector, and local acceptance in seven communities where the conversation is personal and the objections are specific. A single flat buy serves neither. And the money came from eight parties, each of whom needed to see their own line and their own municipality.

We built the plan on two geographies instead of one, and on a mechanic rather than a budget split. The AQPER hero video runs province-wide on Facebook and YouTube, optimized to ThruPlay, and its only job is to build a warm pool. The promoters then retarget that pool: five with carousels geo-fenced to their own municipality, Innergex with its own film across broad Quebec.

Retargeting carousels optimize to traffic, prospecting video to ThruPlay, because they are doing different work and should not be judged on the same number. The frame is storytelling, going out to meet the farmers who host turbines, deliberately not an issue campaign.

A reconciled $52,250 plan. AQPER $19,000, Innergex $9,500, five promoters at $4,750 each for $23,750. By geography, $24,320 province-wide and $27,930 in the Vallée. Facebook only on social, plus YouTube and MétéoMédia display. Three audience circles: farmer-owners 45+ as the core, rural residents of the seven municipalities as secondary, and the general Quebec public for the hero video.

The format kit comes off the 2-minute hero film and Innergex's own film, so seven funders were served without seven productions. Finalized after three rounds of QA with the budget reconciling slide to slide, which on a multi-funder plan is the first thing anyone checks.