Gana Energia

The objective

Generating leads for a low-cost utility provider

Founded in 2015 by Antonio Picazo and Ricardo Margalejo, Gana Energía was created to offer a low-cost alternative to traditional utility providers.

On TikTok, @gana_energia maintains an active organic presence, focusing on authentic and transparent communication. The brand shares content that simplifies the topic of saving on electricity bills, making it accessible and easy to understand for its audience.

Gana Energía operates with a fully in-house marketing team, allowing the brand to maintain direct control over its voice and content. Having previously run campaigns on TikTok, this campaign was launched as a follow-on initiative, using existing data and insights to inform performance.

The primary objective of the campaign was to drive lead conversions, supported by a full-funnel approach.

The solution

Launching a lead generation campaign driven by creator content

The campaign focused on driving lead volume while maintaining an efficient cost per lead. Activity targeted Spain, with some regional exclusions.

The campaign leveraged TikTok One as the main driver, delivering the content through a lead generation campaign. TikTok One enabled Gana Energía to work with creators to produce a wider range of video content, helping diversify creative output and maintain engagement throughout the campaign.

The content strategy centred on educational storytelling and real-life scenarios. This included explaining the process of switching energy providers, breaking down electricity bills and sharing practical energy-saving tips. Working with creators allowed the brand to produce content that aligned with the platform.

During the campaign, Gana Energía ran A/B tests comparing TikTok One creator-led content with standard in-house materials. This helped identify which formats and messaging approaches delivered the strongest performance.

This content was applied to a lead generation campaign to drive high quality leads which could later be transformed into customers

The results

Outstanding results with almost +600% increase in signed energy contracts

The campaign delivered outstanding results with a +632% increase in lead volume, and an incredible +590% increase in signed contracts. Despite the significant increase in conversions, the campaign managed to maintain cost-efficiency, with an overall -64.5% cost per lead.

Outside of the key metrics, the campaign used a dynamic creative approach through TikTok One. By increasing content rotation through their variety of creator content, the company successfully avoided audience fatigue and supported improved lead generation performance compared to previous periods.

The success of this campaign was driven by combining top-of-funnel reach with mid-funnel engagement, creating a seamless path for the user that ultimately boosted the effectiveness and efficiency of the conversion campaigns.

Beyond performance, the campaign also supported a shift in brand perception. Gana Energía moved from being seen as a traditional utility provider to a more relatable brand, helping build trust and encouraging users to reconsider established providers in favour of a more transparent and community-focused approach.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.