Client: Drax
Brave New World campaign
Business energy providers Haven Power and Opus Energy, part of Drax Group, wanted to find out what impact COVID-19 was having on leadership and decision making, how business attitudes and priorities had changed since the start of the pandemic and ultimately, where sustainability now sat in their agenda.
Integrated campaign
A digital PR thought-leadership campaign with multiple content assets for PR, social and sales and marketing outreach.
With two brands, we had multiple audiences to consider. For Haven Power, their prospects are large corporates, whereas Opus Energy targets small to medium businesses. So, at the start of campaign planning, it was important, we researched the topic to understand what the market was saying, what the media was covering and where interest lay. Based on the insight, we drafted a hypothesis that we felt could cut through and created a new narrative that would appeal to our varied audiences.
Using the data
We created multiple assets to ensure we had a consistent and aligned message throughout all content, not only through digital PR but also wider marketing communications across both brands, including:
· A strong co-branded national media story under the Drax branding, with business specific versions for both Opus Energy and Haven Power aimed at their respective trade media titles
· Three Infographics - In Drax, Haven Power and Opus Energy branding for each of their relevant sites as well as external communications
· A Haven Power white paper which looked at how enterprises are bringing about change after COVID-19
· An Opus Energy How-To Guide which covered how to be successful with sustainability after COVID-19
An onsite campaign landing page told the story via e-comms to existing and potential customers.
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