From TV Spot to Social Native Content

Classic TV campaigns remain the foundation for many multichannel strategies—high-quality productions that often lack relevance on social media. The challenge was to translate this narrative into functional, native content that truly resonates with social media users.

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ABC

Subtext

Lead Social Agency for Consumer Brands

e.on

Company

Polished for TV. Lost in the feed.

E.ON initially relied on a classic TV campaign with a clear story and high production values. While visually strong, the content was too complex and too "polished" for social media. The narrative worked in a linear format but lost its impact in fast-paced, fragmented feeds.

The planned content felt like advertising rather than native content. This created a clear gap between brand presentation and actual performance on social media.

The core challenge: Transforming an existing campaign to perform across the entire funnel without losing the brand identity.

Implementation

One setup. A modular system.

The starting point was a central campaign concept, systematically translated into clear, funnel-specific snippets. Instead of complex TV storytelling, we created a modular content system. Video and static assets were designed to be flexibly combined and deployed based on the product and funnel stage.

At the same time, the creative perspective was consistently shifted toward social. POV formats and relatable, platform-native language ensured the content felt like organic feed content rather than traditional ads.

Production was iterative. In the first flight, formats were tested under controlled conditions to quickly generate valid insights. In the second flight, these findings were used to expand formats, integrate creator elements, and further sharpen the storytelling.

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https://mawave.b-cdn.net/pages/cases/E.ON/K01_C5_Kommt_mal_mit_Con_UGCV1.mp4; https://mawave.b-cdn.net/pages/cases/E.ON/K01_C5_Kommt_mal_mit_Vater_Deep_Con_UGCV3.mp4; https://mawave.b-cdn.net/pages/cases/E.ON/K01_C4_Leben_mit_Waermepumpe_Performance_Short_UGCV3.mp4;

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Funnel-specific snippets from a setup

Native content. Real performance.

The transformation from TV to social led to significantly more efficient content production. Thanks to the modular structure, we were able to generate around 150 assets from a single setup and scale them across the funnel.

At the same time, campaign performance on social improved significantly—especially compared to the previous campaign, which lacked native assets. The native approach increased relevance in the feed, driving stronger conversion effects.

The decisive factor was the consistent translation into platform-specific communication. Content was no longer just repurposed; it was rethought from the ground up—which is exactly what made it truly relevant in users' feeds.

KPIS