Enel North America, part of multinational power company Enel Group, is a clean energy leader in the U.S. and Canada advancing renewables through partnerships, integrated energy solutions, and billions of dollars in investment. After entering the U.S. market in 2000, the company saw massive growth, with demand continuing to rise in the years that followed.
Challenge
Despite Enel’s strong momentum in the market, it had become increasingly difficult for the company to break through the noise with a differentiated message within the energy transition. Further, with several business units under its operation, Enel also faced the challenge of growing awareness in North America around a unified brand identity.
Solution
INK started by addressing the core issue — determining clear messaging and identifying stories that united the business units and differentiated the company from its competitors. This process unearthed the opportunity for Enel North America to take ownership of the clean electrification narrative and use it to grow more holistic brand awareness among potential customers. For Enel, clean electrification means using low-carbon electricity to power activities previously powered by burning natural gas, oil, propane or other energy sources.
To lay the foundation for Enel North America’s position on clean electrification, INK developed a content-driven integrated campaign promoted through digital marketing and a national media sponsorship with Axios. INK worked with Enel and its video agency to produce several campaign assets on clean electrification, including an educational blog article, an interactive quiz, a GIF, and an informational video. Throughout the quarter, we promoted the content assets through a week-long Axios Generate newsletter sponsorship, targeted Axios.com ads and webpage takeovers, native and social media ads, and organic social activities. INK also used this content to drive visitors to Enel’s brand-new North America website.
Results
The clean electrification campaign drove website traffic from key target audiences, including industry decision-makers and C-suite executives, and ultimately led to Enel’s clean electrification blog article being ranked first nationally on Google for the keywords “clean electrified economy” and “electrification of the economy,” with two featured Google snippets. The content in the Generate newsletter outperformed Axios’ performance benchmarks by three times, highlighted by a 49% open rate and 0.61% average click through rate.
After the initial campaign, INK went on to support Enel in maintaining ownership of clean electrification, producing and promoting several content pieces, including an explainer article and infographic.
By leveraging compelling content, a robust digital amplification strategy, and a reputable, high-impact national media partnership, Enel North America benefited from strong third-party credibility, controlled messaging, and demonstrated how they are an expert source and industry leader. This positioned Enel well to own the story of clean electrification while moving key audiences through the funnel, leading to a greater understanding of Enel’s value propositions and offerings in North America.
INK has partnered with Enel Green Power, a subsidiary of global renewable energy development and management company Enel, multiple times over the years. During our first engagement, we launched the company’s first-ever external communications program in North America, a market where it had little to no brand visibility. Over the next three years, INK’s program fueled a rapid uptick in awareness across the U.S. and Canada. And by the end of that partnership stretch in 2018, Enel Green Power had become the fastest-growing renewables company in North America.
