Naturgy
Mobility & energy · Spain · B2C
A leading energy brand specialising in the generation, distribution and commercialisation of gas and electricity. Primary presence in Spain and Latin America.
"Over two years of collaboration with Elogia, the social media communications for Naturgy's commercial division have evolved in a very positive way. It has been a joint effort that has allowed us to make a real quality leap in how we manage and commercially leverage social media."
Pepa Ruiz, Head of Communications and Positioning, Naturgy
Turning Naturgy's social media channels into a genuine conversion-support tool. Naturgy had previously worked with other agencies, but the focus had always been on communication and branding — the social channels had never been oriented towards measurable performance objectives such as leads and sign-ups.
The challenge was to shift that logic without dismantling the brand image that had already been built.
Strategy built around Facebook lead ads as the primary format. A/B testing methodology to analyse user profiles and identify the most effective segmentation. Campaign structures based on broad audiences with parallel audience and format testing.
Upper-funnel strategies to ensure not only lead volume but also lead quality and conversion to sign-up. In the first quarter of 2022, campaigns reached a 60% conversion rate to the pre-offer stage.