Power2X appointed BLUE to support the announcement of a long-term €130m investment from Canada Pension Plan Investment Board – capital to accelerate its growth as a development platform and fund green molecule projects. The company is a leading green molecule business developing, owning and operating large-scale assets focused on decarbonising industrial value chains.
BLUE faced the challenge of helping Power2X effectively establish its brand amongst key media targets involved in the renewables and green fuels space. We needed to effectively communicate the brand to appeal to different stakeholder groups, balancing messaging about what the investment would mean for Power2X’s employees, investors and a new, wider stakeholder group.
In short, we were tasked with creating a strong and engaging reputation for Power2X, irrespective of its future objectives. We knew we had to do this at short notice, via an integrated campaign through PR, social (both earned and paid) and digital marketing.
BLUE started with corporate messaging – the first time Power2X’s brand had been encapsulated in this way – articulating what the company is, does and stands for, to give every subsequent communication a consistent foundation.
For an announcement of this scale, we knew that it would be important to ensure that the messaging engages at the right level and with the right stakeholders. We built a thorough stakeholder map with Power2X which guided our press engagement approach. As part of our media outreach, BLUE succesfully arranged interviews with Reuters and S&P Global and, with the company’s Dutch agency partner, Het Financieele Dagblad and Telegraaf.
Our social and digital marketing strategy focused on creating a ‘runway’ of impactful content leading up to the announcement, priming Power2X’s channel audiences and key stakeholders for news we could not yet share. We then developed and executed a paid social campaign which amplified our owned and earned collateral on the announcement, significantly increasing the reach of the news, driving target audiences to a landing page we designed around the release and supporting project detail.
Power2X is now seen as an even stronger source of energy transition commentary by mainstream titles including Reuters and the Dutch nationals. The social campaign delivered significant increases across every performance metric against the preceding two months, particularly impressions and follower growth, while the paid campaign resonated with board-level stakeholders and drew most of its clicks from the USA, a key target market.
Our work with Power2X was awarded the “Best ESG Campaign to create or improve access to affordable and clean energy” at the ESG awards 2023.
