EDP

The Objective

How does a nearly 50-year-old energy company feel fresh and relevant on TikTok?

EDP has powered Portugal for close to half a century, evolving from a local utility into a global leader in renewable energy and the energy transition. In its home market, the challenge was clear: reconnect with Portuguese consumers by breaking away from the image of a distant energy provider and showing a brand that is approachable, warmer, and more human—while proving that a traditional brand can thrive on TikTok.

The Solution

A powerful media plan meets the right creator fit

EDP and its agency Wavemaker designed a media strategy that balanced immediate impact with sustained presence. At the heart of the plan was TopView, TikTok’s most premium branding solution, which guarantees maximum visibility by placing the ad at the very first moment users open the app. This was complemented with Top Feed, another high-impact format that positions the brand at the top of the For You feed, keeping EDP present where users naturally spend their time. Alongside these premium placements, an always-on strategy ensured the brand stayed part of the conversation beyond the initial splash.

On the creative side, the brand and it's agency NOSSA partnered with João Baião, one of Portugal’s most charismatic entertainers, whose personality was a natural fit for TikTok and for EDP’s refreshed identity. Over three weeks, five native TikTok videos were released sequentially, blending humor, energy, and accessibility to show that EDP is “much more than energy.”

This combination of media precision and creator authenticity ensured both broad reach and genuine engagement, while EDP’s new TikTok page became a space for continuous storytelling and follower growth.

The Results

Ad recall and favorability uplifts well above industry and market benchmarks

The launch not only delivered impact, it reset expectations for the category, bringing thousands of new followers and high quality branding metrics:

• 18.4% Ad Recall

• 10.6% Favorability

• 10M+ video views across TopView, Top Feed, and always-on formats in-feed

EDP’s TikTok debut wasn’t just a campaign, it was a transformation. Through a strategic mix of high-impact formats, always-on activation, and creator-led storytelling, the brand redefined itself for a new generation. EDP proved that even a traditional, established company can enter TikTok with energy, creativity, and authenticity, lighting up feeds and building lasting connections with the people it powers every day.