Task
TEPLA is a major B2B supplier of electricity and gas in Ukraine: 10 years on the market, 650 clients, 1,400 tenders won and 900 million m³ of gas supplied. With a background in the public sector, the company was moving into the open commercial market, while its social media had been silent for over 3 years. The goal was a steady flow of B2B leads from social media. We started on July 3, 2026, with zero qualified leads from social at the outset.
What we did
Results
What we did
B2B energy buyers don't decide because of a pretty picture, so instead of a standard content plan we built a system that follows the rhythm of the energy market. Each month was split into phases: contract-signing periods for gas and electricity alternated with brand campaigns. What worked best was price transparency: in ads we showed current day-ahead market prices, so a lead could compare the number with their own bill and decide for themselves whether to switch. Content answered the typical objections ("they'll cut me off", "endless paperwork", "imbalance penalties") and explained what an electricity bill is made of.
Approach and results
Month 1: a full brand rollout from scratch based on the brand book, a foundation of expert content, test launches; first hot leads at the end of the month.
Month 2: a steady flow of leads, ads amplified by content, price shown directly in the ads; lead-to-deal conversion of 30%.
Month 3: content and targeting timed to the contract-signing periods; cost per lead down 81% vs month 2.