From TV Spot to Social Native Stories

A classic TV campaign remains the foundation for many multichannel campaigns—high-quality production, but zero relevance on social. The challenge was to translate this narrative into functional, native content that truly reaches users on social media.

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ABC

Subtext

Social Lead 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 value. The content was visually strong but too complex and too "polished" for social media. The narratives worked in a linear format but lost their impact in fast-paced, fragmented feeds.

The planned content would come across as advertising, not native content. This created a clear gap between brand staging and actual performance on social.

The core challenge: transforming an existing campaign so that it works along the funnel—without losing the brand identity.

Implementation

A modular system

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

At the same time, the creative perspective was consistently shifted to social. POV formats and everyday, platform-appropriate language ensured that the content felt like native feed content rather than traditional advertising.

Production was iterative. In the first flight, formats were tested under constant conditions to quickly generate valid learnings. In the second flight, these insights 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; https://mawave.b-cdn.net/pages/cases/E.ON/K01_C1_Aus%20Kinderaugen_Awareness_UGCV3%20(1).mp4;

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Funnel-specific snippets from a single setup

‍Outcome

Native Content

The transformation from TV to social led to significantly more efficient content production. Thanks to the modular structure, around 150 assets could be generated from one setup and scaled along the funnel.

At the same time, campaign performance on social was significantly increased—especially compared to the previous campaign, which did not use native assets. The native approach increased relevance in the feed, thereby driving stronger conversion effects.

The decisive lever was the consistent translation into platform-specific communication. Content was no longer simply transferred, but rethought from the ground up—and that is exactly what made it truly relevant in users' feeds.

KPIs