Marketing with
Real-World Impact.
Creating Real Results for Vulnerable Scottish Households
LEAP is a free energy and money-saving service designed to support households at risk of fuel poverty. The service is open to homeowners, private renters and social housing tenants, and begins with a relaxed energy advice call. From there, LEAP advisors can help people understand their bills, reduce energy use, explore switching options, access money and debt advice and assess eligibility for further support.
LEAP’s service is built for real households facing real pressure. LEAP’s network includes 127 local authorities and councils, serving 70% of the UK population and it now provides dedicated support for Scotland as well as England and Wales.
Client:
LEAP | The Energy Advice & Money Saving Service
Challenge:
Our brief was to raise awareness of LEAP’s free energy advice service across Scotland and convert that awareness into action. This meant reaching vulnerable households with clear, practical messaging around energy-saving advice, support with energy debt and billing issues, free energy-saving measures and boiler or heating support, plus guidance on switching tariffs or understanding bills.
The challenge was not just visibility. It was building enough trust and clarity for people to feel confident in taking the next step.
The solution.
We build integrated campaigns that use the right channels to reach the right people with the right message. For LEAP, that became a Scotland-focused meta campaign using both organic and paid social. We deliberately structured the campaign in two phases:
- Phase 1 launched, focusing on awareness and education
- Phase 2 launched the following week, using the audience learnings from that first phase to drive conversions
This sequencing was important; rather than asking a “cold” audience to complete a form immediately, we first introduced LEAP’s offer in a way that was easy to understand and relevant to household needs. That gave us a warmer, more informed audience to retarget with a stronger conversion message in the second phase.
In practical terms, the paid social funnel closely mirrored LEAP’s own service journey, which starts with advice, reassurance and tailored support before moving people deeper into the process.
Our 2 phase strategy, by the numbers
The awareness phase delivered exceptional reach efficiency. With just £399.94 in ad spend, we reached 205,033 people and generated 429,557 impressions, with an average frequency of 2.10. At a CPM of only £0.93, LEAP’s message was placed in front of a very large Scottish audience at a highly efficient cost, while still maintaining enough repetition to support recall.
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The scale of that first phase mattered
Awareness accounted for 85% of the campaign’s total reach, giving the second phase a substantial pool of already informed users to convert. In other words, Phase 1 did the heavy lifting of generating familiarity, which made the lead-generation message far more effective when it arrived
Turning awareness into action.
Once the audience had been primed, the lead generation phase converted that attention into real enquiries. Phase 2 delivered 786 leads at just £1.27 per lead. Link click-through rate rose from 0.07% in the awareness phase to 0.97% in lead generation (a 13.7x uplift,) while link clicks increased from 304 to 2,298 and all clicks rose from 413 to 6,831.
This was the clearest proof that the two-phase strategy worked. The higher-performing second phase showed that the audience built in Phase 1 was not only relevant, but ready to respond once the ask became more direct. For a service like LEAP, where trust, relevance and timing matter, that shift from passive attention to active response was the defining success of the campaign.
Campaign results.
Across both phases, the campaign reached 242,550 people, generated 666,007 impressions, delivered 7,244 clicks and achieved an overall CTR of 1.09%. Total ad spend came to £1,399.94, producing a blended CPC of £0.19 and 786 leads overall.
The campaign generated demand faster than expected and had to be closed one month earlier than planned. Even with that shortened run, 71% of ad spend went into lead generation, which is where the campaign delivered its strongest return.
242,550
Total Reach
1.09%
Overall CTR
666,007
Total Impressions
£0.19
Overall CPC
£1,399.94
Total Ad Spend
786
Leads Generated
7,244
Total Clicks
£1.27
Cost Per Lead
What we implemented:
Several things stand out when looking at the performance as a whole. First, the structure was right. By separating awareness from conversion, we avoided forcing an immediate response from cold audiences and instead built momentum in stages.
Second, the messaging stayed grounded in the real needs that LEAP addresses every day: staying warm, lowering bills, understanding energy use and accessing wider support.
Third, the campaign used social media in the way it performs best, combining reach-led creative with low-friction lead capture once the audience was ready.
It was a pleasure working with Danika and the team at Socially Grown on this Scotland campaign. They quickly understood the importance of reaching households who needed support, built a clear and effective social strategy and delivered strong results in a short space of time.
The campaign helped us raise awareness across Scotland and generated a high volume of leads. Danika was instrumental throughout the project; proactive, thoughtful and committed to making sure the campaign delivered real impact.
Lorraine Gumbs, Programme Development Manager, LEAP
The LEAP Scotland campaign showed what happens when social media strategy is built around a service with genuine public value. By combining broad awareness with a focused conversion phase, we helped LEAP connect with Scottish households who needed support and turned that attention into 786 leads at an efficient cost.
For a service designed to help people stay warm, reduce bills and access wider energy support, this has been an example of marketing performance with real-world impact.