Driving Solar Adoption Through Conversational Funnels
Solar Energy (Residential & Commercial Installations)
Objectives
Rirvana Energy set out to improve its social media performance by increasing brand visibility and user engagement on Facebook, Instagram, and YouTube. The goal was to build trust among regional audiences by showcasing real customer experiences with solar installations.
Challenges
The campaign faced three major challenges. First, the brand struggled with low organic reach due to a lack of localized, engaging content. Second, irregular posting schedules disrupted algorithmic consistency and reduced follower engagement. Lastly, the brand was not using a hashtag strategy, which limited content discoverability on Instagram.
Strategies Implemented
To address these gaps, Digital WOM implemented three key tactics. First, Instagram Reels were created using trending Telugu hashtags to make the content more regionally relevant and discoverable. Second, all content was cross-posted across Facebook and Instagram to maintain consistent presence and messaging. Third, the team shared real video testimonials from customers who had installed solar systems, helping build credibility and emotional connection with potential buyers.
Results
Facebook Page Reach remained strong, with a slight dip from 12,348 in Feb–Mar to 11,987 in Mar–Apr. Instagram Reel views also showed consistent engagement, moving from 8,431 to 7,950 in the same period—a minor drop that still reflected strong brand awareness. Most notably, YouTube promo video views increased from 2,781 to 3,240, marking a 16% growth. This uptick highlighted growing viewer interest and trust driven by video content.
Key Insights
Video content, especially customer testimonials, played a major role in building engagement and trust. Regional hashtag usage improved discoverability among Telugu-speaking users. YouTube’s performance suggested that viewers were increasingly interested in exploring the brand through longer-form, trust-building videos.
Visual Recap
The chart below compares platform performance from February–March to March–April:
- Facebook maintained a high reach, experiencing only a slight decline.
- Instagram Reels continued to perform well, with views showing minimal decrease.
- YouTube demonstrated the most significant growth, recording a 16% increase in views.
Conclusion
By focusing on localized, video-first content and cross-platform consistency, Digital WOM helped Rirvana Energy sustain strong engagement across social media and grow its video reach on YouTube. The results suggest that ongoing regional storytelling and testimonial-led campaigns will continue to enhance brand trust and generate higher-quality leads.