How LG&E and KU Turned Kentucky Sports Into Energy Savings
Louisville Gas and Electric and Kentucky Utilities (LG&E and KU) are proud recipients of the 2025 Chartwell Silver Best Practices Award for Excellence in Marketing and Communications. This recognition celebrates a campaign that combines creativity, community, and Kentucky pride to deliver energy efficiency tips in a fresh, engaging way.
Read the case study: LG&E and KU Harnesses Customers’ Affinity for Sports to Share Energy Efficiency Guidance
Understanding the deep connection Kentuckians have with college sports, LG&E and KU partnered with 12 student-athletes from the University of Louisville and the University of Kentucky through Name, Image, and Likeness (NIL) agreements. These athletes represented a variety of sports—from football and basketball to gymnastics and softball—and shared strong Kentucky roots.
Each video was tailored to the athlete’s personality and sport. For example, UK Football player JJ Weaver, born with six fingers, shared “Six Ways to Save,” a clever nod to his uniqueness and Nike partnership. UofL Women’s Basketball star Olivia Cochran, known for her aggressive play, highlighted energy efficiency fouls in a fun, relatable way. Other videos tapped into trending online themes to keep content fresh and relevant.
Don’t miss the webinar: Discover How LG&E and KU Leveraged College Sports Name, Image, and Licensing (NIL) Partnerships to Drive Engagement
Production was coordinated with Doe Anderson and NIL collectives at both universities. Videos were posted on athletes’ Instagram pages with LG&E and KU as collaborators, timed during their seasons and boosted during major matchups for maximum visibility. To extend relevance, winter and summer versions of most tips were created.
The results were impressive: average video view duration doubled the industry benchmark (:06 vs. :03), follower growth increased by 16% during the eight-week campaign, and sentiment remained positive with supportive comments from fans, friends, and family.
This campaign demonstrates how utilities can innovate beyond traditional channels by meeting customers where they are and blending local culture with practical advice. LG&E and KU proved that energy efficiency can be both educational and entertaining—earning recognition as a leader in marketing and communications.
To learn more about the Chartwell CX Council, please reach out to Tim Herrick.
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