Tibber answered the question Sweden asked

When Swedish electricity prices jumped in 2022, what power costs today became a question for many households, and Tibber's hourly prices were built to answer it. Together we gave it a page before the autumn peak, and non-brand traffic rose more than sixfold.

See the results

Client: Tibber
Industry: Electricity supplier with an energy app
Markets: Sweden
Period: August to November 2022, measured year on yearAug to Nov 2022
Our part: Content and on-page: a page for today's electricity prices, and links to it

Tibber's page “Dagens elpriser i ditt område”, today's electricity prices in Sweden's four price areas beside a map, open on a laptop on a birch dining table in a living room with a white tiled stove and a basket of firewood behind. — Dagens elpriser, today's electricity prices, for each of Sweden's four price areas

Challenge

A quiet question became the news

Tibber sells electricity on hourly prices, with an app that helps households use less power and use it when it is cheapest.

For years few people in Sweden had reason to think about what an hour of electricity cost. On Sunday 19 June 2022 the price was 0.8 kronor per kWh; the next morning it was just over 5 kronor in central and southern Sweden, in summer, when use and prices are usually low.

People on variable contracts looked for ways to shrink the bill, and the media reported on prices with tips alongside. Tibber had worked in a fairly niche market. As the news value grew, every search about electricity drew more competition, and the opportunity grew with it.

What we found

Today's price was Tibber's answer

Someone searching for today's electricity price wants the number now, and then a way to pay less. A supplier on hourly prices can give both.

News could explain why prices rose. What the searcher needed was the price itself, quickly, and what to do about it. Tibber's whole idea answers the second part: move use from expensive hours to cheaper ones, whatever the contract.

Together with Tibber we read the June jump as a need on its way, not a one-off. If prices spiked in summer, when they are usually low, autumn would bring far more people asking.

So the question got a page. Tibber launched its page for today's electricity prices in August 2022, built to answer as quickly and simply as possible, with the way to save beside the price. Its search result said the same in one line: today's prices, and control over the cost.

The third part was authority. We built organic links to the price page, so a new page could hold its place in results that grew more contested as the news value rose.

It asked Tibber to publish fast, on a topic that changed by the day, and to keep the page as current as the prices it showed.

The page, from spike to answerFrom a price shock to the page people land on

The spike
19 to 20 June 2022: from 0.8 to just over 5 kronor per kWh in central and southern Sweden.
The product
Hourly prices, and an app that moves use to the cheapest hours.

01 Need
See the question coming
1. Read the spike
  A price jump in summer, when prices are usually low, points to a bigger autumn.
2. Name the question
  Today's electricity price, asked by households looking for a smaller bill.
02 Page
Answer it quickly and simply
1. Today's prices
  A page that gives the price first, live from August 2022.
2. What to do about it
  Move use from expensive hours to cheaper ones, the idea behind Tibber.
03 Result
Stand out in a crowded result
1. Title and description
  Today's prices and control over the cost, said in one line.
2. Links to the page
  Organic links to the price page, so a new page could hold its place.
Out Answer
In place before the peak
1. Autumn 2022
  The page was live as prices climbed again in September.
The price first, then what to do about it

The work

Screens are tibber.com as captured on 27 September 2026, shown in staged scenes.

Tibber's electricity prices for SE3 today, a price curve through the day with the current, average, highest and lowest price below it, on a monitor in front of a window onto a snowy garden and a red wooden house. — Today's price through the day, for price area SE3

Tibber's electricity price forecast for week 39 on a phone lying on top of a washing machine, beside a folded towel, wooden clothes pegs and a laundry basket. — The week ahead: a price forecast, on mobile

Tibber Magazine's article “Så blir elpriserna i höst och vinter 2026” on a tablet lying on a slate hearth, beside a basket of birch logs, a pair of wool socks and a box of matches. — What the coming autumn and winter may bring, in Tibber's magazine

Tibber's page “Vad är spotpris?”, explaining the spot price, on a laptop on a workbench in a home garage, with an electric car plugged into a wall charger behind it. — A question that follows the price: what is the spot price?

The result

Found at the peak

Measurement notes

From August to November 2022, Tibber's non-brand search traffic in Sweden was more than six times that of the same months a year earlier, and the new page alone drew 60,000 non-brand clicks.

Impressions rose almost as fast, and the share of searchers who clicked held steady: more searches showed Tibber, and people chose it as often as before. Of the more than 200,000 organic visits to the price page by the end of November, 60,000 came from searches without Tibber's name; the rest came from searches that named it.

Over the same months the original case reported organic transactions in Sweden tripled and organic revenue almost doubled, without stating the period they were compared with.

We don't claim the demand. 2022 made the price of electricity a question for a whole country; the work was making sure Tibber was there with the answer when it came.

Non-brand search traffic in Sweden, year on year: +533%
Non-brand clicks to the new price page, August to November: 60,000

August to November 2022, against the same months a year earlier. As reported in the original case, 2023.

Measurement notes and definitions

Sources: The figures reported in our original case study for Tibber, 2023 (last updated February 2023). It does not name the tools behind them.
Scope: Organic search in Sweden. Non-brand means searches that do not name Tibber. The page figures cover Tibber's page for today's electricity prices; the original case does not say whether the traffic and impression figures cover the whole site or the page.
Window: Traffic and impressions: August to November 2022 against the same months of 2021. The page: from its launch in August 2022 to the end of November 2022. Exact dates are not stated.
Excluded: Tibber's other markets. Paid search.

Measurement notes and definitions
Period	Original case, 2023
Non-brand traffic, Sweden, year on year	+533%
Non-brand impressions, year on year, click-through rate unchanged	+551%
Non-brand clicks to the price page, launch to end of November	60,000
Organic visits to the price page, same window	200,000+
Organic transactions, Sweden	+200%
Organic revenue, Sweden	almost +100%

Original case, 2023

Non-brand traffic, Sweden, year on year: +533%
Non-brand impressions, year on year, click-through rate unchanged: +551%
Non-brand clicks to the price page, launch to end of November: 60,000
Organic visits to the price page, same window: 200,000+
Organic transactions, Sweden: +200%
Organic revenue, Sweden: almost +100%

Our original case study for Tibber (in Swedish), 2023

As reported in 2023, not measured again. The original case gives no absolute baselines, calls the 60,000 clicks in one place and visitors in another, and states no comparison period for transactions and revenue.

In their words

“ Our digital platform makes it easier for our customers to use less energy, and to use it smarter. We don't make money on our customers' consumption, so we have a genuine incentive to help them use electricity smarter and less”

DouglasHead of E-commerce, TibberTranslated from Swedish

What this case says

Answer the question before it peaks

A sudden question in a category is a buying situation arriving all at once. The brand with the plainest answer is the one people find.

News explains why something changed; the searcher still wants the answer, and what to do next. When that answer is what you sell, give it a page before demand peaks, and let the search result say so in one line.