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

86.2K

estimated video views

5.5m+

impressions

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. 

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 

  • We also captured drone footage, structured in car filming, cinematic B-roll, behind the scenes moments, and unedited footage for future use.

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. 16,870 estimated engagements. 32% rally-week engagement rate on Drax Electric Vehicles LinkedIn, up from 10.4% in 2024, a 208% increase. 6,493 rally-week impressions. 1,101 GreenFleet impressions and 556 additional video views.

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.  

Conclusion

The sustainability hub demonstrates that corporate content success often comes from strategic UX design rather than traditional keyword optimisation. 

The hub successfully serves diverse stakeholder needs, and the wireframing process created architecture that satisfies multiple intents efficiently, validated by CTR improvement from 1.95% to 3.74%. 

The hub doesn't just rank. It consolidates authority, distributes it strategically to sub-pages, and creates clear pathways for stakeholders seeking AstraZeneca's sustainability perspective. It’s UX-driven SEO.  

Looking for a touch of visibility?

If your organisation has important content scattered across disconnected pages and you need to build search authority, we'd love to discuss UX-first SEO strategy. 

Let’s talk. 

hello@wearebottle.com