An energy boost for Energiföretagen.

Energiföretagen, an industry and employer organization, brings together 400 companies from the energy sector. Right now, the industry is facing a generational shift, and as electrification in Sweden – and globally – increases, so does the need for qualified labor.

Energiföretagen therefore wanted to increase knowledge about the energy industry among youth in Sweden. The goal was to change the target group’s attitude towards applying for secondary and higher education programs that lead to jobs in the energy sector.

Spoon conducted an external survey of the target groups, 14–16-year-olds and 18–21-year-olds, in collaboration with Demoskop. The survey showed that awareness of the energy industry was very low, both in terms of the industry itself and the professions available.

We concluded that we needed to emphasize that the energy industry has a bright future offering many exciting opportunities.

Spoon delivered the entire communication chain to Energiföretagen, from insight analysis to strategy and a social media concept we called ‘Energiboost’ (energy boost). We targeted young people who are about to apply for secondary or higher education, as well as their relatives.

Using creative ideas, tailored formats, and authentic content that the target audience could relate to, we created a campaign and always-on content for TikTok and Snapchat. For both target groups, we produced eight ambassador videos following a young person at work, and created additional shorter clips.

The goal of the campaign was to create awareness of the energy industry, and it succeeded. Both target groups embraced the campaign, and the long films especially attracted many viewers, showing that good and well-thought-out storytelling works well on social media.

We reached 14–16-year-olds best on Snapchat and 18–21-year-olds on TikTok. The collaboration with Energiföretagen continues with new campaigns on the way throughout the year.