PNM
About:
PNM partnered with Mystical to reimagine how a modern utility connects with customers across every stage of the energy journey. From social media and energy efficiency to Time of Day rates and EV adoption, PNM needed to improve trust, clarity, and engagement at scale. Together, we delivered an integrated, multi-channel transformation that positioned PNM as a transparent, responsive partner while driving measurable growth across digital and offline touchpoints.
Client
Power New Mexico
Services
Creative
Media
Video
Strategy
SEO
Lead Gen
Industry
Energy
Goal:
The goal was to strengthen customer satisfaction and accelerate program adoption by modernizing PNM’s digital presence and simplifying complex offerings. Mystical focused on growing engagement, improving sentiment, and driving action across social, email, paid media, web, and in-person channels. Each initiative needed to perform on its own while contributing to a cohesive, scalable framework that empowered PNM’s internal teams and supported long-term success.
Outcome:
The transformation delivered standout results across the portfolio. Social followers grew 243% year over year, with engagement up 193% and total interactions rising 432%. The Time of Day program achieved 10x faster enrollment velocity, driving over 1,000 sign-ups in three months and email open rates above 68%. EV campaigns generated strong early engagement, with carousel ads delivering over half of all clicks and offline touchpoints increasing engagement by 200%. Energy efficiency efforts drove above-benchmark email performance, traffic gains of up to 21%, and nearly 15,000 retargeting engagements. Together, these results strengthened trust, accelerated adoption, and reshaped how customers experience PNM.
Results
Social Media Followers
+243%
Customer Engagement
+432%
Time of Day Adoption
10X
Average Email Open Rate
68.6%
