We’re delighted to announce that our ‘Alternative Guide to Navigating the New Energy Mix’ campaign for Certas Energy has been shortlisted for B2B Campaign of the Year at the UK Content Awards 2019!
The UK’s leading independent distributor of fuel and lubricants challenged us to deliver a content marketing campaign to establish its voice of authority on alternative fuels.
Following some desktop research, Hattrick identified that audiences were looking for advice on how to make real and immediate difference to air quality, and that there was an information gap regarding alternative fuels across sectors.
With this in mind, Hattrick developed a strategy to deliver educational content that could be used across multiple channels and audiences to raise awareness of alternative fuels and their benefits.
Hattrick commissioned an independent survey of construction, transport and public sector representatives to poll sector awareness of the alternative fuel landscape. Perceptions of alternative fuels across sectors had never previously been measured, and the survey delivered completely fresh insights that were ripe to attract engagement through the right content.
These findings informed the creation of the campaign’s ‘hero’ piece of content: The Alternative Guide to Navigating the New Energy Mix.
The guide presented a balanced overview of alternative solutions, and busted common misconceptions to help bring cleaner air to the UK’s workforce and local communities.
With this content-led approach, the Alternative Guide to Navigating the New Energy Mix could be used across all suitable channels.
| Web | Print | PR | Social | Video | Email | Event|
But there was more to be done to maximise content outreach both online and offline. Hattrick organised an event – the Certas Energy Clean Air Conference – to serve as a launchpad for the guide. The conference featured industry speakers from the Climate Reality Project, Freight Transport Association and an alternative fuels customer to promote Certas’ reputation as a responsible fuel provider driving adoption of cleaner burning fuels.
The campaign was the first of its kind by a fuel supplier. As for the results? The content marketing campaign achieved real cut-through within a notoriously tough to engage audience, reaching high level positions in a cost-effective way.
- Two hot leads secured
- 11 press cuttings secured in target sector media
- 4 features published in tier 1 publications
- Website traffic to commercial pages increased by 35% vs previous period
- Users referred to website via social media increased by 49% vs previous period
- 54 attendees at Clean Air Conference
- 125,819 organic impressions achieved across LinkedIn and Twitter
- 1,396 organic engagements achieved across LinkedIn and Twitter
The winners of the B2B Campaign of the Year will be announced at the UK Content Awards Ceremony in June. We’ve got our fingers crossed!
Want to discover how we can help your business seek beyond the obvious? Get in touch by emailing firstname.lastname@example.org or calling 01616600993.