Octopus Energy EV Vehicles Social Campaign
The Octopus EV Angels campaign was a social-first advertising concept designed to promote the EV Angels programme and create a stronger connection between Octopus Energy, its existing customers, and the growing community of electric vehicle drivers.
The campaign focused on creating an engaging digital experience where existing Octopus Energy users and EV owners could connect, share their experiences, ask questions, and engage with other people who are already part of the electric vehicle community.
The project explored how social media advertising could drive awareness of the EV Angels promotion while directing users towards a dedicated website landing page where they could learn more, interact with the campaign, and discover how they could get involved.
OBJECTIVES
Promote the EV Angels Programme:
Create an engaging advertising campaign that increases awareness of the EV Angels promotion and encourages existing Octopus Energy customers and EV drivers to participate.
Build Community Engagement:
Create opportunities for EV owners and Octopus Energy customers to communicate, share experiences, answer questions, and engage with other members of the community.
Drive Website Traffic:
Develop a dedicated campaign landing page that provides further information about EV Angels and acts as the central destination for users coming from social media.
Develop Social Content:
Create a range of social media concepts designed to work across platforms such as Instagram, Facebook, TikTok, and X, using a combination of static posts, carousels, short-form video, and community-focused content.
Strengthen Brand Engagement:
Position Octopus EV as a brand that not only provides energy and EV solutions, but actively supports and engages with the wider electric vehicle community.
CHALLENGES
Engaging an Existing Audience:
The campaign needed to appeal to people who were already familiar with Octopus Energy while also being engaging enough to attract EV users who may not yet be customers.
Creating Two-Way Engagement:
Rather than creating a traditional advertising campaign that simply communicated a promotional message, the concept needed to encourage conversation and participation between EV drivers and existing users.
Communicating the Promotion Clearly:
The EV Angels proposition needed to be communicated quickly and clearly within social media content while still leaving room for the campaign to feel friendly, approachable, and community-led.
Connecting Social and Web:
The social advertising needed to work alongside a dedicated website page, creating a consistent journey from seeing an advertisement through to discovering more about EV Angels and engaging with the community.
Appealing to Different EV Users:
EV drivers have different levels of experience, from people considering their first electric vehicle to experienced owners. The campaign needed to create content that could appeal to both audiences.
PROPOSED SOLUTIONS
Community-Led Campaign:
Position EV Angels as a community rather than simply a promotion, encouraging EV owners and Octopus Energy users to share their experiences, advice, questions, and stories.
Dedicated EV Angels Website Page:
Create a campaign landing page that introduces EV Angels, explains the promotion, highlights community stories, and provides clear calls-to-action for users wanting to get involved.
Social Advertising Campaign:
Develop a series of social advertisements using a mixture of bold campaign graphics, EV photography, short-form videos, customer stories, and educational content.
Interactive Social Content:
Use polls, questions, quizzes, comments, user-generated content, and conversation starters to encourage people to actively engage with the campaign rather than simply viewing an advertisement.
EV Community Stories:
Feature real-world EV experiences, including charging routines, favourite EV features, road trips, cost-saving tips, and advice for people considering switching to an electric vehicle.
Consistent Campaign Identity:
Create a recognisable visual style across the website and social platforms, ensuring that EV Angels content can be immediately identified within users’ social feeds.
WEBSITE PAGE CONCEPT
EV ANGELS — JOIN THE CONVERSATION
The website page would act as the central hub for the campaign, bringing together the EV Angels promotion and the wider EV community.
Hero Section:
A bold introduction to EV Angels with an engaging EV-focused image or animation, a short explanation of the campaign, and a clear call-to-action.
Meet the EV Angels:
Introduce existing EV Angels and showcase their experiences, personalities, vehicles, and reasons for choosing an electric vehicle.
Ask an EV Angel:
Create an interactive section where visitors can submit questions and engage with experienced EV users. Questions could cover topics such as charging, EV ownership, long journeys, costs, home charging, and choosing an EV.
Community Stories:
Showcase customer-generated stories, photographs, videos, and experiences to demonstrate the real-world EV community behind the campaign.
EV Tips & Advice:
Provide useful, easily digestible information from existing EV users, creating a resource that helps newer EV drivers feel more confident.
Social Feed:
Integrate campaign content and selected social posts to encourage visitors to continue engaging with the EV Angels community across social platforms.
Call to Action:
Finish the page with a strong invitation to get involved with EV Angels, learn more about the promotion, or join the conversation.
SOCIAL POST IDEAS
1. “Ask an EV Angel”
A social post encouraging followers to leave their EV questions in the comments, with EV Angels answering selected questions in follow-up posts or videos.
2. “What Did You Wish You Knew Before Going Electric?”
A community-led post asking experienced EV drivers to share the one thing they wish they had known before buying an EV.
3. “Meet the EV Angel”
A recurring social series introducing individual EV Angels, their vehicle, their EV journey, and their favourite thing about electric driving.
4. “EV Myth or Fact?”
Short-form social content challenging common misconceptions about electric vehicles and encouraging users to comment with their own questions.
5. “Show Us Your EV”
A user-generated content campaign encouraging EV drivers to share photographs of their vehicles, creating a community gallery across social media.
6. “Ask the Community”
Posts presenting common EV ownership questions and asking existing Octopus Energy and EV users to share their experiences and recommendations.
7. “EV Angels Takeover”
Short-form videos or Stories where an EV Angel takes followers through their daily EV routine, charging setup, commute, or a typical road trip.
8. “Thinking About Going Electric?”
Beginner-focused content answering common questions from people considering their first EV, with EV Angels providing real-world advice.
9. EV Journey Reels
Short videos showing an EV driver’s journey from charging at home to arriving at work, travelling on holiday, or completing a long-distance trip.
10. Community Polls
Interactive polls asking questions such as favourite EV features, home vs public charging, road-trip habits, and what people find most confusing about EV ownership.
CAMPAIGN CONTENT
Social Advertising:
Instagram, Facebook, TikTok and other relevant social platforms.
Website Landing Page:
Dedicated EV Angels campaign hub designed to convert social traffic into meaningful engagement.
Short-Form Video:
EV Angel interviews, community stories, Q&As, tips, and behind-the-scenes content.
Static & Carousel Posts:
Educational graphics, promotional messaging, EV statistics, community questions, and campaign announcements.
User-Generated Content:
Community photographs, EV stories, questions, testimonials, and experiences.
Interactive Content:
Polls, Q&As, quizzes, comment prompts, and social challenges.
DELIVERABLES
EV Angels Social Advertising Campaign
EV Angels Website Landing Page Concept
Social Media Advertising Concepts
Instagram & Facebook Post Designs
Social Carousel Concepts
Short-Form Video Concepts
Community Engagement Concepts
EV Angel Profile Concepts
Website User Journey
Campaign Visual Identity
TOOLS & SOFTWARE
Figma:
Used to develop the campaign’s visual direction, website page concept, social media layouts, advertising concepts, and overall digital experience.
Digital Design & Prototyping:
Figma was used to explore different creative directions, develop social media layouts, design the website experience, and demonstrate how the campaign could work as a connected digital journey.
TIMELINE
Campaign Research & Concept Development
EV Angels Creative Direction
Website Page Design
Social Media Concept Development
Campaign Refinement & Presentation
CONCLUSION
The EV Angels campaign was designed to move beyond traditional social advertising by combining promotional content with community engagement. The concept positioned EV owners and existing Octopus Energy users at the centre of the campaign, giving them a platform to share their knowledge, experiences, questions, and enthusiasm for electric vehicles.
By connecting a dedicated website experience with a variety of social media formats, the campaign creates a journey that can take users from discovering EV Angels in their social feed to actively engaging with the wider EV community.
The overall concept demonstrates how digital design, social media, community content, and an interactive website experience can work together to create a more engaging and relatable EV campaign.
This version is deliberately written more like a **portfolio case study**, so it shows not just *what you designed*, but the **thinking behind the campaign, UX, social strategy and creative concept**.