How Can Local Engagement Turn Awareness into Adoption?
Impact Assessment of Activations on Rooftop Solar Awareness
Objective
The objective was to measure the impact of rural activations on rooftop-solar awareness, subsidy knowledge, brand trust, advocacy, and adoption intent across different village and regional segments. The study also aimed to identify how local influencers, campaign exposure and regional barriers affected the transition from awareness to adoption.
Business Challenge
Awareness of the baseline was fairly strong but conversion to actual rooftop-solar adoption remained limited due to barriers of financing, affordability, subsidy complexity, and trust. Different customer behavior across regions meant that a one size fits all communication or conversion strategy would not work effectively across all markets.
How We Did It
An activation impact assessment was conducted by comparing campaign exposure, awareness, knowledge, brand advocacy and adoption intent across rural Maharashtra. Regional segmentation and community-influencer analysis were incorporated to identifying differences in customer decision-making. 6WSurveyIQ/Kobo was used for primary data collection, SQL was used for respondent-level storage, and Python was used for exposure comparison, statistical testing, segmentation and advocacy analysis.
Key Findings
• High awareness was associated with significantly stronger brand advocacy.• Moving from low to high awareness produced a 2.3× advocacy increase.• Local leaders were highly influential in rural decision-making.• Financing remained a key conversion barrier.• Regional markets required differentiated strategies.• Campaign exposure strengthened awareness and understanding of rooftop-solar benefits and subsidies.
Findings
The campaign demonstrated that local activation could strengthen awareness and advocacy, but awareness alone does not eliminate affordability and financing barriers. Community trust, local influencers, education and financial facilitation therefore need to work together to convert awareness into actual adoption.
Business Impact
From low to high awareness, there is 2.3× increase in brand advocacy. This data proves there is a measurable relationship between campaign exposure, awareness and advocacy. The results were more targeted activation spending, improved community-influencer approaches, and region-specific GTM planning. This led to better campaign ROI, stronger customer conversion, improved brand advocacy, and accelerated rooftop-solar market penetration across fragmented rural markets.
