Simple Energy Performance Marketing & Lead Nurturing
Full-Funnel Campaign Strategy
Year
2026
Scope
Full-Funnel Campaign Strategy
Client
Simple Energy
Duration
2 months
The Challenge
Simple Energy was generating leads but losing them. Leads coming in through Meta ads, Google, and third-party affiliates were falling off at different stages of the funnel. Nobody was tracking where they dropped or why. There was no structured communication keeping the customer warm between the moment they showed interest and the moment they made a decision.
The goal was clear: maximise test rides, because a test ride is where the sale actually begins. Getting someone on the scooter was the most powerful conversion tool the brand had. The problem was getting them there.
The Observation
The Digital Marketing Head built a lead flow mapping the entire consumer journey from the first ad click to the final sale. My job was to understand that journey deeply enough to write communication that felt right at every single stage.
That required getting inside the customer's head at each touchpoint. Someone who just saw an ad is curious but cold. Someone who just booked a test ride is interested but nervous. Someone who rode the scooter yesterday is warm but undecided. Each stage needed a completely different tone, a different emotional register, and a different job for the copy to do.
I wrote the entire WhatsApp communication end to end across the lead nurturing flow including the D-1 journey (the day before the test ride), the D+1 journey (the day after), the lead entry journey, and the high-intent post-test ride journey. Every message at every decision point, calibrated to where the customer was emotionally and what they needed to hear next.
Alongside this, I wrote copy for Meta ads, Google Search ads, YouTube ads, and WhatsApp blasts for both cold leads and existing customers. For existing customers, the focus was accessory purchases and offers. I also wrote three landing page variants - emotion-led, feature-led, and value-led. They were designed to test which positioning drove the most conversions.
The Result
The campaigns generated substantial lead volume across channels. The full-funnel approach, from ad copy through to post-test ride nurturing, contributed to an estimated revenue impact of over ₹1 crore, with the actual number likely higher.
