Beginning
Strategy & Creative
Development
At Apple Box Studios, we provide a range of strategic services tailored to each campaign’s goals. We even define the goals. For CONSOL Energy’s Not So FastTM awareness campaign, we developed a comprehensive marketing plan, budget, media and PR strategy, and creative execution to support the campaign’s mission of educating the public, corporate leaders, and policymakers about the consequences of hastily transitioning from fossil fuels too quickly.
Our strategic approach included thorough market research and creative campaign development, ensuring every message resonated with the target audience. Creative writing and visual storytelling were key elements, resulting in engaging content across all channels, including TV, web, social and print.
With a topic as politically sensitive as energy, it was a key challenge for the Not So FastTM campaign to cut through the noise of the opposition, and to appeal to a wide range of demographics. By deeply understanding each demographic’s values, especially younger, digital-savvy audiences, we tailored content that was both engaging and informative. We focused on data-driven, visually compelling storytelling to foster meaningful discourse, even in the face of resistance.

Middle
Design & Execution
Apple Box Studios designed and produced a remarkably wide range of creative assets for the Not So FastTM campaign. From scripting and video production to motion graphics and interactive tools, we maintained brand consistency while delivering tailored content for each platform.
Our team executed social media campaigns, website development, email and traditional advertising as well as public events. The mix included TV spots, out-of-home (OOH) ads, audio streaming, PPC and paid social media. For CONSOL Energy, it was crucial that we communicated the campaign’s central message with clarity and impact.
With hundreds of moving parts, our team ensured all aspects of the campaign were managed seamlessly and effectively on a daily basis. This allowed the messaging to adapt dynamically to current events and shifting narratives.
“A true partnership from start to finish. Their creativity, attention to detail and deep understanding of our mission was boldly brought to life in our Not So Fast campaign. More impressively, they executed this multi-tiered, fully integrated campaign across several delivery channels using hundreds of pieces of collateral, including video, social media, print ads and billboards.”
43+ million Impressions
200,000+ Website Users
1.5 million Social Media Impressions
16,000+ Social Media Followers
75+ Videos Created
350+ Social Media Posts
End
Results & Impact
The Not So FastTM campaign has generated impressive engagement since its launch. Our ongoing analysis and reporting help optimize the campaign and drive consistent results over its first 6 months.
By utilizing a blend of traditional and digital media channels, we pushed back against a powerful and misguided public narrative, delivering creative, fact-based messaging in support of coal. The end result was that the campaign shocked people with real-world data and evidence that often gets lost in the climate change debate. Our integrated approach challenged widely accepted notions around global warming and climate change, creating a compelling, data-driven argument for maintaining a balanced energy policy.
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