EDF ENR

Objective

EDF ENR, a pioneer in France's photovoltaic energy sector, merges its innovative prowess with the industrial strength of the EDF Group, establishing itself as a leader in photovoltaic technology. Their mission is to democratize solar energy — an abundant, local, and carbon-neutral resource — making it universally accessible.

As a frontrunner in residential solar panel installations, EDF ENR is dedicated to expanding its consumer market reach for solar panels, particularly as the demand for this particular energy source increases. Recently, the brand identified TikTok as a promising player for lead generation due to its qualified audience for the green-friendly sphere. 

Solution

Utilizing TikTok for lead generation, EDF ENR aimed to dynamically engage a new audience. In collaboration with their agency, Katall, they revamped their communication strategy on the platform, embracing a TikTok-native approach. This strategic shift significantly improved campaign performance, especially in generating leads through In-Feed ads with the goal of redirecting to their website.

After the initial months, EDF ENR decided to elevate their strategy to further optimize results. Consequently, they adopted a 'brandformance' strategy, which includes using branding products such as TopFeed to enhance impact, reach, and memorability. Their aim is to attract more and new users by combining the lead generation solution with a wider audience, coupled with the strategy of retargeting TopFeed users.

Results

This innovative campaign achieved impressive results. EDF ENR's lead qualification rate reached 50%, ranking among the highest of their partners. Despite of unfavourable seasonal variations, the campaign generated over 1,000 leads - representing a 39% lift in the yearly lead generation, as a result of the brandformance strategy.