CASE STUDY
Energía Nufri: energy that is the pear
Areas
Strategic alignment. Experience design. Conversion optimization. CRM Strategy. Marketing & sales automation. Orientación a outcomes e impacto. Product Trio (Product Manager, Designer, Developer)
We transformed the positioning of Energía Nufri with a new brand narrative, a conversion-focused website, and a connected digital ecosystem.
Runroom accompanied Energía Nufri in a comprehensive phased project. We started with a Business Case that defined strategic growth priorities and evolved towards a new brand identity with a fresh and approachable tone. We created the claim "Energy that is the pear," developed a distinctive avatar, redesigned their website, and connected the entire technological ecosystem, including the implementation of HubSpot. Additionally, we trained their customer service team in using the tool and implemented surveys to improve the customer experience. We are currently advancing in the user acquisition and retention phase.
“This project has represented a major technological and strategic challenge, shaping a new brand positioning that is solid and ambitious in terms of growth. It has been a pleasure to work with a young, dynamic, and brilliant client team. This is just the beginning of a shared journey focused on acquisition, retention, and generating long-term impact.”
Energía Nufri
Energía Nufri is an energy marketer born from the Nufri group, with a clear vocation to bring energy to people in a transparent, approachable, and sustainable way.
In an increasingly competitive sector, the brand needed to redefine its positioning and strengthen its digital presence to better connect with its audiences and grow in a structured way.
Processes
The project was planned in two main phases:
1. Business Case and brand strategy
We conducted user interviews, analyzed campaigns, studied competitor positioning, and designed a prioritized action plan based on cost-opportunity criteria. This plan served as a roadmap to activate the brand and its digital ecosystem.
2. Execution and technological implementation
We redesigned the website to improve its usability and conversion, redefined the positioning with the claim "Energy that is the pear," and created an illustrated avatar in the shape of a pear, developed together with the studio Forma, to reinforce the new brand tone. We also collaborated with the studio Abuela in creating a launch video.
On a technical level, we integrated the website with the client's internal systems (ERP, contracting platform) and activated HubSpot as a CRM.
From Runroom, we also took care of training the customer service team in using HubSpot, and activated automated surveys from the platform to measure satisfaction and improve the customer experience at each touchpoint.
Results
- New brand positioning implemented with great reception.
- Redesigned website focused on conversion and user experience.
- Avatar and launch video as key pieces of the new storytelling.
- Connected technological ecosystem (website + ERP + contracting + HubSpot).
- HubSpot operational as a complete CRM:
- Training for the customer service team.
- Automated retention workflows.
- Experience surveys integrated into relationship flows.
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