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Wetility

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How Wetility Generated 17,102 Solar Subscription Leads on TikTok.

Campaign Overview

Industry:

Renewable Energy

Engagement Period:

2024–2025

Primary Goal:

Generate leads for solar subscription sign-ups

Secondary Goal:

Educate the market on how solar subscriptions work

Main Challenge:

Communicating a subscription-based solar model in a short video format.

Overview

A leading renewable energy company wanted to build awareness around its solar subscription model and convert interested homeowners into qualified leads. The challenge was getting people to understand a fairly complex offer within seconds on TikTok. GrowthCharter developed a straightforward approach built around simple cost-saving messaging, authentic local visuals, and user-generated style creatives. This allowed us to scale quickly while making the offer easy to understand and act on.

Challenge

Communicating a subscription-based solar model in a short video format.

Results & Metrics

98.91 million

Impressions

616,000

Clicks

R3.02

CPC

17,102

Lead Conversions

R175.42

CPA

R18.65

CPM

R175.42

Audience Insight:

Strategy & Execution

GrowthCharter focused on simplicity and relatability. The campaign emphasized:

  • In-feed TikTok conversion campaigns
  • UGC-style ads that highlighted savings and convenience in everyday language
  • Ongoing creative testing and pixel optimization to improve performance over time

 

Target Audience

Age Group:

28–55 years

Location:

South Africa

Intrests:

Energy savings, sustainability, home improvement

Audience Insight:

Homeowners and key household decision makers looking for reliable alternatives to rising energy costs

A Word from Our Client

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Insight

When visuals and messaging feel familiar and easy to understand, users engage faster and convert at lower costs.

Key Takeaway

Using simple, value-driven language and relatable local visuals significantly improved CTR and reduced CPA. Clear messaging outperformed overly complex explanations, proving that clarity drives conversion.

FAQ's

They ran in-feed conversion campaigns supported by relatable, UGC-style ads focused on the financial benefits of a solar subscription.
The campaign delivered 98.9M impressions and generated 17,102 qualified solar subscription leads.
South African homeowners aged 28–55 interested in saving on energy and transitioning to renewable solutions.
Simple, savings-focused messaging paired with local visuals and ongoing optimization.