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Winning the season that decides the year
For Ferrellgas, fall is the moment that matters. It’s when homeowners choose who will keep their homes warm through winter, and that decision determines the season ahead.
The challenge was to win new customers in an increasingly competitive market, building trust quickly and converting attention into measurable growth before peak demand arrived.
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Industry
Energy
What We Did
- Creative Campaign
- Demand Generation
- Media Strategy
- Performance Marketing
The Ambition
Transform the fall season into a customer growth engine.For the 2025 campaign, the objective was clear: acquire 20,075 new and returning customers, representing 8.35 million gallons of demand and $7.75M in margin.Hitting those numbers required more than seasonal advertising. The ambition was to build a campaign that cut through a crowded category, built trust quickly and converted demand across key markets before winter arrived.
The Strategy
The strategy combined differentiated creative with full-funnel media, designed to influence the homeowner decision from early awareness through to conversion.Rather than relying on a single message, multiple approaches were tested to understand what would motivate homeowners to switch providers, from trust-building and promotional offers to value-led messaging.This allowed Ferrellgas to quickly identify what worked and scale the creative that delivered the strongest performance during peak season.
The Execution
- 01
- Ammunition developed the campaign and deployed it across a multi-channel programme designed to reach homeowners throughout their decision journey.
- 02
- Full-funnel media activation built awareness early and moved audiences towards consideration and high-intent action.
- 03
- Contextual placements ensured Ferrellgas appeared in moments when homeowners were actively thinking about their homes and energy needs.
- 04
- Creative and media performance were continuously optimised, allowing the highest-performing messages to scale during peak season.
The Growth
The campaign drove significant growth in demand, lead generation and customer acquisition during the most competitive period of the year.
Ferrellgas expanded its presence across priority markets while improving efficiency and converting attention into measurable customer growth.
- 0Customer enquiries generated
- 0Qualified homeowner leads
- +0%Lead growth year over year
