Touchstone Energy Cooperative prides itself on the genuine relationships it has with the communities it serves. So when the utility wanted to draw attention to how it appreciates these communities—and highlight its own commitment, it looked to IBM Watson Advertising for a creative spark.

The solution was “The Power of Community,” a custom content series of seven articles on The Weather Channel app and weather.com that profiled the heroic efforts of community members who banded together in the midst of unthinkable circumstances. The series also highlighted Touchstone’s commitment to the communities that they serve, with two articles focused on Touchstone linemen.

Supporting elements for the articles include Native Elements and organic promotion on desktop and mobile, as well as Facebook Promoted Posts.



The Power of Community resonated with users and had electrifying results, outperforming benchmarks for page views, visits, unique visitors and time spent:

  • Over 16,000 page views total
  • Nearly 2 minute average of time spent on each article
  • Almost 70,000 page views of top performing article

Focus Area

  • AI/Watson