PNM Social - IDLab

ALBUQUERQUE, NEW MEXICO

PNM

SOCIAL

PNM needed to modernize how it engaged with customers on its active social media platforms. IDLab built and executed a social media transformation strategy, turning PNM’s channels into engines of growth, transparency, and trust. Over 12 months, we delivered a full program of content strategy, creative production, daily publishing, paid activation, and performance reporting — while coaching PNM’s internal team to sustain long-term success.

BUSINESS CHALLENGE

Improve JD Power scores by strengthening digital presence, growing social media following, and building trust through transparent, responsive customer engagement.

MARKETING CHALLENGE

Transform Social

Drive follower growth, engagement, and brand sentiment by testing, learning, and scaling content across Instagram, X, Meta, and LinkedIn — while building a long-term framework for sustainable performance.

SOLUTION

Rebuilt and executed a long-term social media transformation strategy. Over the course of 12 months, the agency delivered:

Content Strategy & Planning. Monthly content roadmaps, concepting, and editorial calendaring.
Creative Design & Production. Designed engaging visuals and compelling storytelling across all formats — including video — to bring PNM’s refreshed brand identity to life and connect authentically with audiences.
Publishing & Community Management. Daily posting, monitoring, and active engagement with customers.
Paid Social Activation. Planned, executed, and optimized campaigns to amplify reach and drive results.
Social Listening & Insights. Tracked sentiment, monitored conversations, and integrated learnings into strategy.
Performance Reporting & Recommendations. Continuous analysis to refine messaging, creative, and targeting through real-time dashboards and monthly reporting.

Strategy

Social Media

Social

Organic and Paid

Publishing

Community Management

Reporting

Analysis & Dashboards

243%

Follower Growth YoY up

193%

Engagement Rate YoY up

432%

Engagements YoY up

86%

Impressions up

RESULTS

The numbers don’t lie

The results were undeniable: follower growth surged 243% year-over-year, engagement rate climbed 193%, and total engagements skyrocketed 432%. Impressions jumped 86% as audience-first storytelling replaced promotions, with platform-specific content driving stronger reach, deeper resonance, and lasting impact.