FROM FUEL STOPS TO FUTURE CHOICES
DATS 24
How DATS 24 became more than a fuel brand?
BRAND BUILDING / BRAND ACTIVATION / SALES ACTIVATION
For years, DATS 24 was known as the reliable, fairly priced fuel and energy supplier of Colruyt Group. Yet the world around them, together with their own internal developments, moved faster than their social presence could reflect. Electric driving became mainstream, households looked for practical guidance on energy and professionals wanted information that felt simple and dependable.
DATS 24 already had a strong vision for how these themes should connect. What they needed was a way to bring that vision through in a clearer, more cohesive story. Our collaboration helped translate existing ideas into communication that felt sharper, more structured and easier for people to navigate. The refinement came from nuance, from small creative decisions that lifted the whole narrative and made their expertise easier to recognise.
NAVIGATE
A social strategy built for transition
We reframed social around a simple idea: help people decide better.
One content wheel
Refueling, EV charging and home energy became one connected story shaped by three brand pillars: price, comfort and sustainability. The content wheel defined four steady roles: Tips and Tricks, Savings, Innovation and Transition, and Community. We safeguarded a balanced mix that kept fuel, EV charging and home energy connected in one coherent story.
KPI first thinking
Each funnel stage received a clear definition of success.
Awareness focused on full video views.
Traffic focussed on Quality Page Views of 20 seconds.
Engagement measured genuine interaction.
LinkedIn received its own B2B strategy for entrepreneurs and small businesses.
Distinct roles per platform
We selected Instagram for community and light interaction. Facebook for practical traffic and reassurance, and LinkedIn for sharper, professional guidance.
CREATE
We made reels with real people
To keep the content authentic and scalable, we organised two combined shoots per year with a mix of:
DATS 24 employees
a small pool of handpicked figurants.
This lets us produce ten reels without sacrificing spontaneity and ensures the brand’s tone stays human and grounded.
We gave LinkedIn a smarter role
LinkedIn became a dedicated space to reach professionals and EV drivers with clearer, more meaningful guidance. Instead of reposting Meta content, we created tailored formats that matched how this audience consumes information.
PDF carousels were introduced as a preferred format because they allow us to share in depth insights on innovation, charging, and the wider energy transition.
The channel now delivers practical value through expert tips, updates on new charging locations and transparent explanations of pricing and efficiency. It positions DATS 24 as a reliable guide for people who make decisions for their businesses.
We wrote SEO driven blog content
Alongside social, we created a steady stream of SEO optimised articles on home energy, current topics, everyday driving questions and clear explanations of the transition and its innovations.
These blogs were written for consumers, existing customers and businesses who want clarity.
They were actively promoted on Meta through DATS Handig and Feit of Fabel formats, and on LinkedIn through traffic ads. The blogs now serve as a reliable knowledge base that reinforces DATS 24 as a thoughtful, trusted guide.
We introduced signature formats
DATS Dilemma: a playful take on everyday choices
A light, recognisable format using the Flemish “dat is / DATS” wordplay. Always human, never lecturing: people vote, tease, discuss and the brand hosts the conversation rather than dominating it.
DATS Handig: the practical problem-solver
We shaped this format together with Mutant, turning it into a clear, monthly moment that combines a simple tip with a direct link to the redesigned blog section. Each topic is guided by search and behavioural insights and translated into practical advice that helps people make better everyday
choices, from safer driving to smarter energy use.
Feit of Fabel: clarity in a world full of myths
We refined the creative concept and the connection with the long-form blog content. The format offers simple, sharp myth-busting that cuts through confusion and gives people clarity they can trust.
ELEVATE
Results that matter for DATS 24
Across the first quarter, we focussed on three KPIs with real commercial value: attention, quality traffic and active engagement.
29k
engagements across Meta. The DATS dilemma posts reaching an engagement rate of 5-6% ER
206k
full video views. Best-performing reels reaching up to 9–10% full views, well above Meta benchmarks
13k
landing page views towards the DATS 24 blog
“SQLI helped turn our ideas into something clearer and more tangible. The real value was in the small refinements along the way, where their flexibility and creative thinking made a noticeable difference.”
— Gertjan Werelds Traffic & Social media manager DATS 24