Goldenergy

THE OBJECTIVE

Positioning sustainability at the forefront while driving measurable results

Goldenergy is a Portuguese energy provider offering 100% green electricity from renewable sources and natural gas. The brand wanted to increase awareness among younger audiences while strengthening its sustainability positioning. At the same time, it aimed to prove that TikTok could be more than an upper-funnel platform by generating real business outcomes through qualified leads.

THE SOLUTION

A Full-funnel strategy powered by Premium formats, Smart+ and Native Storytelling

Goldenergy implemented a full-funnel strategy, built around native creatives and designed to show how a modern energy brand can connect with culture while achieving concrete marketing results.

To maximise initial visibility, the campaign launched with a TopView, TikTok’s most premium placement, ensuring immediate high-impact reach and buzz. To sustain momentum and deepen consideration, the brand ran a Video Views campaign, designed to maximise VTR, retention and engagement, reinforcing its sustainability narrative among key audiences. For lower-funnel results, Goldenergy became the first energy brand in Portugal to test Smart+, TikTok’s AI-powered performance solution, generating highly qualified registrations.

Creatively, the brand developed bespoke native assets with distinct hooks, narratives and CTAs for each funnel stage, a critical driver of the campaign’s strong results. Humour, authenticity, lo-fi production and direct-to-camera delivery anchored the creative strategy.

Finally, to measure impact, Goldenergy conducted a Brand Lift Study, evaluating the incremental lift in Ad Recall, Brand Association and Preference. This provided an in-depth understanding of how the campaign shifted perception around sustainability.

THE RESULTS

Stronger brand perception, high engagement quality and proven conversion impact

Goldenergy delivered exceptional results across the funnel, with Average Watch Time exceeding benchmarks by +36%, demonstrating strong creative relevancy and retention. The Brand Lift Study recorded a +4.1% lift in Brand Association with Sustainability, one of the highest lifts achieved by an energy brand in Portugal. And Smart+ generated 250 complete registrations, providing a solid volume of qualified leads at a competitive CPL and reinforcing TikTok’s potential as a full-funnel channel.

In addition, the TikTok community responded enthusiastically, sharing comments of trust, satisfaction and emotional connection to both the brand and its values. The campaign successfully combined awareness, culture and performance, setting a new benchmark for the energy sector and Portuguese market.