Semi-Annual Warm Hearts Giveaway 2025
Campaign Overview
The semi-annual Warm Hearts Giveaway is a month-long, multi-brand campaign executed across the Gene Johnson Family of Brands — BelRed Energy, CPI Plumbing & Heating, Gene Johnson Plumbing, and Taylor Heating & AC.
The campaign focused on community engagement, storytelling, and coordination across teams, bringing together content, marketing, and operations to support nominations, select a recipient, and complete a full system installation for a deserving homeowner.
Phase 1: Campaign Launch & Awareness
The campaign kicked off with a coordinated launch across all four brands with a video announcement featuring leadership from Taylor Heating & AC and the Gene Johnson Family of Brands, introducing the Warm Hearts Giveaway and inviting the community to participate.
Designed to feel personal and grounded in purpose, the video emphasizes the importance of reliable home heating and invites viewers to nominate a neighbor in need.
Script was written to align messaging across all brands while maintaining an authentic, community-focused tone.
To support the launch, additional content was developed across formats to reinforce the message and expand reach. Graphics and short-form video worked together to keep Warm Hearts visible, approachable, and easy to engage with across each brand's audience.
@cpiplumbingandheating_: Kindness keeps us warm! ❤️
This fall, CPI is giving one deserving family the gift of warmth and comfort: a brand-new furnace, completely free of charge.
@belredenergy: It's more than a furnace, it's a fresh start. ❤️
Our Warm Hearts Giveaway is back, and we're giving one deserving family the gift of warmth, comfort, and care.
Phase 2: Promotion & Engagement
To maintain momentum, the campaign was supported by a steady stream of content and marketing efforts across social media, email marketing, media outreach, and paid social. Each touchpoint was designed to keep Warm Hearts top of mind, encouraging continued engagement and driving nominations throughout the month.
@genejohnsonplumbing: Last spring, Geri was a Warm Hearts winner, and this fall, it could be your neighbor, friend, or loved one! ❤️
Nominate someone in our community who could use the comfort and care of a brand-new water heater.
@belredenergy: We had the honor of gifting Sam a brand-new AC unit last spring through our Warm Hearts Giveaway, a program created to give comfort where it's needed most. 🏡
Now it's your turn to help us share that same warmth!
Press & Community Outreach
To extend the campaign beyond social channels, a press release was developed to share the story of Warm Hearts and expand awareness within the community.
The Gene Johnson Family of Brands is proud to announce the return of the semi-annual Warm Hearts Giveaway, a community-driven initiative focused on giving back to those who need it most. Through this effort, one deserving homeowner will receive a free home comfort system, helping improve comfort, safety, and overall quality of life.
Press release written as part of campaign communications.
Phase 3: Installation, Impact & Storytelling
As the campaign moved from nominations to selections, the focus shifted to execution — coordinating the full system installation across teams. Working closely with the winner, client, technicians, and production crew, this phase brought everything together on-site, ensuring a seamless experience for the homeowner.
The campaign concluded with a documentary-style final film, capturing the installation and the impact of the initiative, bringing the story full circle and sharing it with the broader community.
A moment that made all the moving pieces worth it.
