Challenge
Innovate UK Business Connect set up the Sustainable Aviation Fuel Innovation Programme (SAF IP) to accelerate the development of the UK SAF industry and support the Department for Transport’s objective of delivering 10% SAF in the UK jet fuel mix by 2030.
Copper was appointed to:
- provide strategic communications advice
- highlight the work of the programme and the services available
- create fresh visual assets that would help explain complex data
- raise the profile of SAF IP among key stakeholders and the wider public.
Approach
Copper played a key role in advancing SAF IP by creating a tailored communications campaign to highlight the programme’s impact and successes.
- Organic and paid-for social media campaigns boosted exposure to SAF industry developments, investment opportunities across the programme and innovation leadership.
- Public-relations activity included drafting and issuing press releases to announce the latest findings and analysis, and creating case studies.
- Using an accessible visual format, an engaging animation was developed to explain a new analytical tool’s (Global Investment Analysis) purpose and functionality.
Value delivered
- Delivered a strong return on investment (ROI) on a targeted LinkedIn campaign, exceeding industry benchmarks:
- achieved a 5.1% click-through rate (CTR), which exceeded the average (0.57– 0.65%)
- generated a competitive cost-per-click (CPC) of £0.16, which exceeded the average (£4.27)
- delivered an effective cost per 1000 impressions (CPM) of £8.22, which exceeded the average (£25.85)
- Expanded the programme’s media presence on previously untapped platforms, including podcasts, reaching an audience of approximately 110,000
- Secured the support of key journalists, reinforcing SAF IP’s position as a trusted authority in the SAF sector