About the Client

Fortum is a Finnish energy company and one of the largest and most environmentally friendly energy producers in Europe. In Poland, Fortum provides electricity and gas to both individual and business customers, as well as reliable heating through its combined heat and power plants in Częstochowa and Zabrze, and a district heating network in Wrocław. The company continuously strives to optimize its operations to meet customer needs and adapt to the demands of the modern market.

The Challenge

Fortum faced a challenge related to a low number of acquired leads, which, combined with high lead generation costs, significantly hindered the company’s scaling efforts. The high costs, along with low lead quality, resulted in a situation where signing contracts with customers became increasingly unprofitable. In response to these challenges, there was a clear need to implement automated reporting, allowing for faster and more precise reactions to changing market conditions, which proved crucial for effective business scaling.

Implemented Solutions

Solving these issues required a comprehensive approach, including both optimizing existing processes and introducing innovative strategies. Over the course of our long-term collaboration, we created dozens of different landing pages, which served as the foundation for intensive A/B testing. These experiments helped identify the most effective solutions and maximize campaign performance.

Simultaneously, we ran advertising campaigns on Google Ads and Facebook Ads, where experimentation and ongoing strategy adjustments played a key role. As part of these efforts, we automated reporting, enabling quick decision-making regarding campaigns and the immediate implementation of necessary changes. Every week, we made modifications to ad creatives, audience groups, and funnel-based marketing strategies. Through continuous testing and optimization, we achieved a seamless blend of creativity and data analysis, leading to improved results.

Results

The collaboration resulted in a significant increase in the number of acquired leads while maintaining acceptable costs. The monthly number of leads increased fivefold, and their quality also improved. More effective marketing strategies and automated reporting processes allowed for better resource management and data-driven decision-making. As a result, Fortum successfully scaled its operations, improved the profitability of signed contracts, and strengthened its market position.

Conclusion

The collaboration with Fortum serves as an example of how a comprehensive approach to marketing campaign optimization can significantly impact business outcomes. Continuous testing, analysis, and improvements enabled the successful expansion of operations, leading to a clear success in a dynamic market environment.

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