CEPSA x Alkemy
Leveraging TikTok’s Lead Generation tool to drive sign-ups for Cepsa’s loyalty scheme.
The objective
Amplifying Brand Presence and Driving Performance Metrics on TikTok
CEPSA, is a Spanish leader in energy solutions since 1929, looked to TikTok to increase members of their loyalty club, CEPSA Gow, while also building brand visibility.
CEPSA has build a strong organic presence on TikTok, promoting offers such as free fuel, rewards via the Gow and interviews with members of the public.
To drive awareness and sign ups to their Gow platform, CEPSA partnered with digital strategists Alkemy to utilize the optimal TikTok ad solutions and tools to maximize impact and effectiveness.
The solution
Implementing a strategic approach with TikTok ads and Creator Partnerships
The campaign was designed with specific KPIs centered around leads, with an additional goal to drive overall brand awareness. Operating for one month, from August to September, the ads were targeted towards the Spanish demographic aged 18 and above.
Cepsa employed TikTok's Lead Generation solution, with the Web Form feature, which directed users to the CEPSA website where they had the option to sign up to the Gow loyalty scheme.
Collaborating with content creator Cesc Sugra, the content centered on entertaining yet informative videos, showcasing how consumers could benefit from Cepsa's offerings while fostering a sense of community and loyalty.
The main promotional incentive to encourage Club Gow sign-ups was the opportunity “to win a lifetime of free fuel” which served as a powerful hook, and was conveyed with a light-hearted, friendly tone, adding an element of humor and relatability to the messaging.
In a bid to optimize campaign performance, an A/B test was conducted, comparing different creative approaches to ascertain the most effective content.
The results
Driving sign-ups and increasing CEPSA Gow awareness
The results of the campaign were highly encouraging, demonstrating significant progress in key metrics compared to previous efforts. With over 3,000 leads generated, along with a remarkable 10 million video views and a reach exceeding 4 million, the campaign surpassed expectations.
Notably, there was an impressive 80% drop in cost-per-lead compared to previous campaigns.
Beyond the direct sign-ups through TikTok, CEPSA saw a general increase in membership during the campaign period, highlighting its broader influence on business growth and customer engagement.
When you have a deal as good as “win a life time of fuel”, you only have to think about good content to connect with the user. In TikTok, we saw it easy. We adapted content that our users consume daily. We provided the ingredients, and TikTok did its magic".