The Challenge
After a year operating under a different name, Galp's self-consumption division was launched as Galp Solar in January 2022 in Spain and Portugal. The main challenges were to generate awareness of the new brand on a large scale and to grow sales by attracting qualified leads.
Consumer insight was based on the cultural and context: due to Ukraine War, energy prices raised a lot, so people were especially sensitive in a country where Sun is active. We strengthen Galp activity in key periods on a digital and sophisticated audience.
The Strategy
Strategic recommendation was based on 3 pillars: Full funnel optimization and digital mix: during the months of pure digital investment, YouTube was activated as the Awareness engine, complemented by Maximum Performance campaigns; Discovery worked with qualified audiences to encourage consideration; the search area was the key to performance, using smart bidding to reach the most relevant users. Message personalization: with Campaign Manager we were able to make use of customer data to make programmatic buying more efficient and offer personalized messages. Measurement for decision making: a dashboard was designed with Looker Studio to analyse TV reactivity with Analytics data and thus establish the moments of maximum demand to configure bids in the campaigns.
The Results
- +97% Increase in leads volume
- 41% YoY growth in sales
- 4.5x increase in ad awareness
