Brand repositioning and shifting perceptions, creatively

Challenge

RWE has ambitions to support the UK’s net zero goals and committed to investing £15bn in renewable generation in the UK. The business is rapidly changing, and we are tasked with helping the RWE team tell its evolving story.

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Insight

To achieve its aspirations and contribute to positive change, RWE needed to transform its narrative and reach strategic audiences to reposition itself in the UK as a leading supporter of the UK’s journey to net zero.

Supporting investment and development aspirations required better relationships with statutory, political and community stakeholders. RWE’s new strategy and its impact on the UK was largely unknown, and educating those with influence was critical. Positively influencing at a national, regional and local level was also on RWE’s agenda to secure a greater share of voice.

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Strategy

Our approach was a sustained, multi-channel communications campaign to illustrate and reiterate the new brand and corporate strategy. Evaluation of the brand through the assessment of media and stakeholder sentiment gave us insight into share of voice, reputation and impact and, in partnership with RWE, developed a new corporate positioning strategy.

Amplify

Already an integrated part of the RWE team, we developed a highly effective programme revolving around digital and social content laid the foundations for reaching critical audiences. Videos, animations, and graphics, delivered primarily via LinkedIn, visually bring RWE’s story to life. At the same time, we developed thought leadership pieces to begin to build RWE’s profile. Such assets supported our high-level media relations campaign and stakeholder engagement strategy designed to secure the attention of those most influential in the space.

Outcome

The strategy achieved significant success for RWE, launching it onto the national stage, contributing to key conversations around renewables. We secured agenda-setting coverage in the Financial Times, Daily Telegraph and the Scotsman, and the BBC and Reuters. Significant exposure activity combined with a focus on high-level stakeholder engagement culminated in RWE holding a prominent role in the UK investment summit hosted by the Prime Minister. While further afield, we secured regional engagement with Welsh and Scottish devolved authorities and influencers.

Perceptions of the RWE brand shifted, it enjoys a greater share of voice and significant influence in relation to renewable generation in the UK. RWE is still on this journey and we continue to provide strategic and tactical support.

Overview

HyNet North West is an innovative carbon capture and hydrogen project to unlock a low carbon economy for the North West and North Wales. It will put the region at the forefront of the UK’s drive to net zero. By creating the UK’s first low-carbon hydrogen cluster, the project seeks to provide clean hydrogen energy for the future, de-carbonise the region’s heavy industry, protect existing jobs and create thousands of new ones.  

As the project moved towards a more public-facing stage, we were engaged to evolve the HyNet North West brand and tasked to create a communications campaign to support the launch of the public consultation for the first stage of the project.

Activity

Website

We developed the UI designs and redeveloped the HyNet webite, simplifying the navigation and streamlining information. We created a series of graphics and assets that could be utilised across multiple channels, as well as on the website.

Consultation hub

Sitting alongside the website, we developed a consultation microsite to support the first consultation on the HyNet North West project. The look and feel reflected the overarching HyNet brand.

Social

We develop social graphics to support HyNet’s key messages, encourage engagement and explain complex concepts to stakeholders and the public We develop social graphics to support HyNet’s key messages, encourage engagement and explain complex concepts to stakeholders and the public.

Animation

HyNet North West is made up of several different projects, the first of which is a carbon capture pipeline. We designed and delivered an animation to help explain key elements of the project in an accessible way, enabling people to easily respond to the project’s public consultation.

Outcome

The public responded very favourably to the campaign. There were more than 8,000 visits to the consultation hub website during the non-statutory consultation period, driven by promotional materials and social media.

We saw a marked increase in social media engagement across multiple channels, with Twitter seeing a 279% increase in impressions, LinkedIn experiencing a 303% increase in new followers and HyNet North West’s Facebook account having more than an 8,433% increase in engagement.

The campaign built a positive platform for future stages of consultation and engagement needed for HyNet North West to succeed.