E.ON generates relevance on YouTube with a serial creator format

From complex topics to snackable entertainmentFrom complex topics to entertainment

Energy solutions like solar power, heat pumps, wallboxes, and energy management are relevant to many people's daily lives, but they are often technical, complex, and difficult to access.Energy solutions like solar power, heat pumps, wallboxes, or energy management are relevant to many people's everyday lives, but are often complex, technical, and difficult to access.

E.ON wanted to change exactly that and make the energy transition tangible for younger, digital-native audiences on social media. The solution: “House of Power”—a social format that delivers energy topics in an up-close, platform-native way. The home renovation becomes a serialized story that playfully promotes product knowledge and processes, using YouTube as a stage and extending the conversation across social media.E.ON wanted to change exactly that and make the energy transition tangible for younger, digitally savvy target groups on social media. The solution: "House of Power" – a social format that conveys energy topics up close and in a platform-native way. The home renovation becomes a serialized story that playfully promotes product knowledge and processes, uses YouTube as a stage, and is extended across social media.

Game show, creators, and real transformationGame show, creators, and real transformation

“House of Power” is an eight-part YouTube series: influencers, TV personalities, and wildcards move into a family home for three weeks to compete in game-show-style challenges centered on the energy transition. Meanwhile, a team of E.ON experts modernizes the building step by step, demonstrating exactly how a home is made ready for the energy future."House of Power" is structured as an eight-part YouTube series: influencers, TV personalities, and wildcards move into a family's home for three weeks to face challenges centered on the energy transition in a game show format. Meanwhile, a team of E.ON experts modernizes the building step by step. This makes it possible to experience firsthand how a house is made fit for the energy future.

Participants—known in the game as “Energees”—must earn energy points through skill and knowledge. To add a layer of dramatic tension, some Energees are “Impostors” who try to sabotage the games without being detected. At the end of each episode, one Energee is voted out.The participants—called "Energees" in the game—must earn so-called energy points through skill and knowledge. For added dramatic tension, there are "Impostors" among the Energees who try to discreetly sabotage the games. At the end of each episode, one Energee is voted out. 

The diverse cast from various fields creates dynamic energy and, beyond just reach, provides points of identification for different target groups. This results in social content that not only informs but is optimized for watch time, return viewers, and social reactions.The diverse cast from various backgrounds creates dynamic energy and, beyond just reach, establishes points of identification for different target groups. This results in social content that doesn't just inform, but is designed for watch time, repeat viewership, and social reactions.

-> Prize?

YouTube long-form as the core – amplified across all social platformsYouTube long-form as the core – amplified across all social platforms

Rather than an isolated YouTube project, the series is designed as a cross-platform campaign system. YouTube serves as the central story anchor, where the main narrative is built over eight episodes. Surrounding this hero channel is a social and paid setup that combines attention, brand awareness, and lead generation.Rather than an isolated YouTube project, the series is designed as a cross-platform campaign system. YouTube serves as the central story anchor, where the main narrative unfolds over eight episodes. Surrounding this hero channel is a social and paid setup that integrates attention, brand awareness, and lead generation.

The creators extend the format across their own channels. Content related to the show is distributed on platforms including TikTok, Instagram, and Twitch. For example, Twitch reactions and show highlights are turned into cutdowns and short-form content for other channels. This translates the series into different platform logics: long episodes on YouTube, reactions on Twitch, quick moments in the feed, and behind-the-scenes content for a personal touch.Creators extend the format across their own channels. Content related to the show is distributed on platforms like TikTok, Instagram, and Twitch. For example, Twitch reactions and key show moments are repurposed into cutdowns and short-form content for other channels. This translates the series into different platform-specific formats: long-form episodes on YouTube, reactions on Twitch, quick feed moments, and behind-the-scenes content for a more personal connection.

A major full-funnel campaign runs alongside the series. Paid media amplifies reach, social cutdowns keep the story top-of-mind between episodes, and retargeting guides users through the campaign phases. Additionally, the impact is measured via a brand lift study.A comprehensive full-funnel campaign runs alongside the series. Paid media amplifies reach, social cutdowns keep the story top-of-mind between episodes, and retargeting guides users through the various campaign phases. Additionally, the impact is measured via a brand lift study.

"House of Power" is not just a single campaign asset, but a complete content ecosystem: YouTube provides the main story, influencers bring reach and credibility, social media generates buzz, and paid media connects attention with concrete business goals."House of Power" isn't just a single campaign asset; it's a complete content ecosystem. YouTube provides the main story, influencers bring reach and credibility, social media generates buzz, and paid media connects attention with concrete business goals.

YouTube as the story anchor, social as the amplifier