The brief: six months of ads, not six months of shoots
Eneco runs paid social the way most energy brands wish they could: constantly, across formats, for months at a stretch. When a marketing lead sees that kind of volume, the first thing they price out is shoot days, and usually it is weeks of them.
Eneco Belgium needed one.
We shot a single production day, built a modular content library from it, and cut that library into six months of paid social. That is the takeaway. The rest of this post is the method, and it transfers to your brand, not only to a national energy company.
The challenge Eneco brought us was specific. Six months of paid social means a lot of creative: different formats for different placements, different angles for different audiences, fresh variations so the ads don't fatigue. The default way to feed that appetite is to keep shooting, which means more shoot days and more budget every quarter. Eneco wanted the output without the recurring production bill.
One production day, choreographed against the edit plan
The efficiency didn't come from shooting faster. It came from deciding what we needed before anyone showed up on set.
Ahead of the shoot, we built the edit plan first: the formats Eneco runs (square, vertical, landscape), the audience segments the ads target, and the messages each segment responds to. Then we worked backwards. Every setup on the day earned its place because the edit plan called for it, not because it would be nice to have.
That is the difference between a shoot and a production day. A shoot captures footage. A production day captures a library you already know how to use.
What we built: the Collection, not a batch of ads
On the day, we shot four kinds of material, each chosen to be remixable:
- UGC-style customer footage: the authentic, lo-fi register that performs in-feed.
- Talent footage: polished, on-brand sequences with on-screen presenters.
- Product and brand stills: usable as standalone static ads or as inserts.
- B-roll: the connective tissue that lets one story be recut many ways.
This is what we call the Collection: a private, owned, organised library a brand can keep drawing from. It is the layer underneath Majortale 2.0, content built so it can make more content. For Eneco, the next ad was an edit instead of a new booking.
From one shoot to hundreds of ad variations
With the Collection in place, the paid social team had raw material to work with instead of three finished ads. They cut it into hundreds of variations across the dimensions that move performance:
- Format: vertical for Stories and Reels, square and landscape for feed.
- Audience: different openings and pacing for cold prospecting versus warm retargeting.
- Message: the angle that lands with one segment swapped for the angle that lands with another.
Because every clip was logged and organised, building a new variation meant assembling material we already had. When an ad started to fatigue, the replacement was already in the library. When a placement changed, we reformatted instead of reshooting.
Six months of paid social from a single day
The numbers that matter here are structural: six months of always-on paid social, hundreds of ad variations, all sourced from one day on set. There was no monthly reshoot and no waiting on production to refresh creative. When the campaign needed something new, it came out of the Collection.
The Eneco campaign lead put it better than we could:
"One day, six months of paid social, and a library we kept remixing. That's the part nobody sees from the outside."
Campaign Lead, Eneco Belgium
What this means for your brand
Eneco is a national energy brand with a big paid social footprint, but the method doesn't need either of those things. Any brand running ongoing paid social can stop treating every new ad as a new shoot. The move is to shoot once, deliberately, against a plan for how the content will be used, then keep what you shoot in a library you own.
That is the core of how Majortale 2.0 works, and the Eneco campaign is one of the clearest examples of it: production that pays out for months, not for a single flight of ads.
You can see the finished work on the Eneco project page, and more of the same approach across our campaign work and other projects.
If you're running paid social and feeling the reshoot treadmill, that is exactly the problem the Collection solves. See what your brand's 2.0 could look like and book a 20-minute call: book a call with Majortale.
