The challenge
Lightstate, ultra-rapid smart energy hubs, was preparing for launch at cleantech conference Innovation Zero, with a presentation from its CEO, Alex Hearn. The company needed a strategic approach to build awareness and establish credibility among key stakeholders, including landowners, councils and potential investors. The Think Tank aimed to enhance Lightstate’s visibility and position the CEO as a credible thought leader.
The solution
We developed a phased communications strategy in support of Lightstate’s business objectives.
Our approach was two-fold. First, we developed a targeted media relations campaign, where over the course of five weeks we harnessed earned media to build foundational awareness among key stakeholders in the smart energy sector. Then, we built a multi-faceted LinkedIn campaign.
As part of our LinkedIn strategy, we created audience segments for the investment and local government sectors. We ramped up organic engagements with these audiences,whilst running sponsored ads to promote Lightstate’s participation at the Innovation Zero conference.
To build the case for why Lighstate’s voice carried weight in this space, we launched brand awareness ads highlighting its ethos, and shared thought leadership content positioning it as a leading industry expert.
By collaborating closely with the Lightstate team, we crafted messages that resonated with the target audiences and aligned with campaign objectives and broader business goals.
The results
Our integrated approach created awareness and interest in the Lightstate brand, amplifying the company’s presence and impact.
In just over a month, we secured over 20 pieces of coverage for Lightstate across leading publications in the business, energy, and transport sectors. This surpassed our original KPI by 25%.
We secured four interviews and thought leadership articles for CEO Alex Hearn in prestigious publications such as Automotive World, Just Auto, Auto Tech Insight and Fleet Vision International. Nearly 70% of our coverage appeared in tier one titles, including Yahoo Finance and Startups.co.uk. Our earned media efforts generated 267,000 coverage views, reaching a potential audience of 269 million.
On LinkedIn, there was a marked increase in followers for both the senior leadership team and the company page, reflecting growing interest and credibility. Thought leader ads achieved an exceptionally high click-through rate (CTR) of 4.79%, far exceeding the platform benchmark of 0.5% – strong engagement which demonstrated the effectiveness of our targeted approach and messaging.
The ads promoting Lightstate’s presence at Innovation Zero reinforced the integrated PR and digital strategy, further amplifying Lightstate’s reach at this major industry event.
Overall, the campaign elevated Lightstate’s profile among key stakeholders and reinforced its status as an innovative leader in the clean energy sector, laying a solid foundation for future growth and success.
Other successes
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