Client: Drax Energy Solutions
How we created scroll-stopping social content that drove record engagement for Drax Electric Vehicles
208%
Increase in total campaign engagement vs 2024
5.5m+
impressions
86.2K
estimated video views
The Challenge
Drax Electric Vehicles is a leading provider of EV charging solutions for businesses. Each year, they host a checkpoint at the UK's biggest Electric Vehicle Rally, attracting key industry players and decision-makers from across the sector.
In 2024, they'd already created high-quality video content at the checkpoint with professional filming and a capable presenter. It was a huge success, generating 3.7 million impressions. But for 2025, they wanted to go bigger.
Their audience – fleet managers, sustainability leads, and EV decision-makers – isn't especially keen on talking about their own challenges. And in an attention-driven economy where AI-generated content floods LinkedIn feeds, Drax needed to stand out with real human creativity.
The ask was to raise the creative bar again, with social-first formats that would drive stronger engagement on LinkedIn and keep the campaign working well beyond rally week.
How we addressed it
We built the campaign around a simple rule. Make the content feel native to social, not like event coverage repurposed for social.
That meant vertical video, tighter storytelling, and formats designed to prompt comments and shares, not just passive views.
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So, this isn’t your average LinkedIn video. This isn’t boring. This is something totally different. Because it’s never been easier to slavishly post volumes and volumes of AI generated content. Here. There. Everywhere. Across all of our social pipes. Because in an attention driven economy, real humans and real human creativity, stands out more than it ever has done.
And stand-out we did!
In 2025, Drax Electric Vehicles came to Bottle with a challenge.
“Hey – you know how last year we hosted a stage of the UK’s biggest Electric Vehicle Rally? Loads of key industry player were there, and it was a huge success. Well - we’re doing it again and it needs to be even bigger and better. Oh, and we filmed the whole thing from a drone last year…can we do that again?”That’s where this little guy comes into it. Anyone can fly a drone around these days. That doesn’t stop the scroll anymore. Think of this guy as our ‘reverse-Michelle Obama’.
When they go high…we go low.
Look how cool this footage looks…
But actually, the smallest Electric Vehicle on site made up only a small part of the final suite of content on LinkedIn.
After running a full Bottle creative process, looking at audience, trends, expertise, storytelling, competitors…we came up with a plan for creating a total of 12 social-first, scroll-stopping videos. Including 4 street-style interviews built for personality, pace, and shareability, and 6 debate-style ‘Agree to Disagree’ videos where our EV experts and regular drivers went head-to-head debating the biggest EV questions and challenging the myths that stop businesses and drivers, from making the switch.
The content is social first, familiar, interesting, really easy to digest and importantly, stands out against an industry landscape of less attention-grabbing storytelling.
It looked good - and it bloody-well worked-good too.
It’s been Drax’s best performing paid-campaign to date. We helped deliver Drax’s best-performing organic post ever - for engagement and impressions. Total campaign engagement vs 2024 increased by 208%. And over the five week campaign period, Drax delivered the highest engagement growth, and the second-highest follower growth across the competitor set.
Bottle helped Drax take what worked in 2024… and make it sharper, BOLDER, and far more engaging for 2025.
Not LOUDER. Not longer. Not prompt-copy-paste. Just better stories, that people actually care about.
A structured creative process
To avoid generic rally content, we ran a creative process that combined competitor analysis, LinkedIn best practice, and production feasibility. Ideas were pressure tested early, so what we landed on was both distinctive and deliverable on the day.
Rally week content, capture throughly
We planned for variety, pace and repeatability, so one day of production could fuel a five-week campaign.
The final mix included 12 videos:
Six quick fire Agree or Disagree debate videos.
Four street style expert interviews
One RC car POV concept capturing the energy of the checkpoint from ground level
One full event overview video showing the scale, activity, and EV presence across the day
Distribution that kept the momentum going
Drax teams documented the journey in real time through personal LinkedIn networks, while HQ amplified the best moments via corporate channels. GreenFleet and the EV Rally channels also provided additional visibility through sponsorship activity and event week content.
The content sustained interest well beyond rally week, combining organic performance with paid amplification.
The results:
266,728
estimated impressions
86,182
estimated video views
16,780
estimated engagements
32% rally-week engagement rate
on Drax Electric Vehicles LinkedIn (up from 10.4% in 2024. A 208% increase)
1,101
GreenFleet impressions
6,493
rally-week impressions
Strategic significance
In an age where it's never been easier to slavishly post volumes of AI-generated content across social channels, real human creativity stands out more than it ever has done.
We helped Drax Electric Vehicles take what worked in 2024 and make it sharper, bolder, and far more engaging for 2025.
And then we went further. If an event is crowded, the format is your differentiator. Social-first content should be sociable. Posts that invite conversation or surprise beat polished announcements.
One day of filming can power weeks of performance if you lock the formats and structure early. We planned our day to get the absolute most of all the time we had. It meant that, even on a rainy day, we were able to capture stories that got people excited and talking.
And finally, we leant on Drax EV’s own enthusiasm. Employee advocacy is not a nice extra. It is a distribution channel.
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