FlexGen, a leader in energy storage technology, provides software and services for deploying, managing, and optimizing battery energy storage systems. The company’s HybridOS® energy management software integrates with any battery hardware to improve reliability and performance. With decades of software, engineering, and procurement expertise, FlexGen is a go-to partner for solving today’s toughest energy challenges.
Challenge
Amid the rapid rise of artificial intelligence (AI), data center developers and hyperscalers began seeking solutions to their evolving power needs, primarily focusing on natural gas technologies. FlexGen knew that software-controlled batteries could play an essential role in a modern AI data center’s power infrastructure but lacked brand awareness in the data center market.
Solution
The company turned to INK to increase awareness and solidify FlexGen’s position as an established player in the battery space, capable of addressing the unique power needs of data centers. The INK team launched a year-long data center campaign with FlexGen using a strategic mix of earned media, organic social, dynamic digital assets, thought leadership content, paid digital, and industry events.
The campaign centered on how battery storage and software solve for data centers’ most pressing challenges: speed to power, cost control, reliability, and power quality. By maintaining focus on these four challenges, informed and validated by real data center sales conversations, INK helped FlexGen educate on its broader data center solution and showcase its deep expertise and capabilities in each challenge area.
FlexGen’s executives and subject-matter experts were central to the campaign, exemplifying the company’s expertise. INK spotlighted their knowledge and perspectives through blog content, contributed news articles, proactive media pitching, and on social media, through videos and explainer visuals.
INK also capitalized on a key credibility proof point—FlexGen’s new partnership with electrical contractor Rosendin to deliver a first-of-its-kind data center battery solution—to drive earned media coverage that reached the data center audience. To further extend FlexGen’s reach among data center decision-makers, INK deployed a targeted paid digital campaign across LinkedIn, search, and programmatic ads.
Results
In one year, FlexGen established a strong foothold in the data center market and saw significant growth in its data center business pipeline.
The integrated communications campaign secured 17 pieces of earned coverage, including in Data Center Dynamics and Utility Dive, while driving a 25x year-over-year increase in traffic to FlexGen’s data center web pages (7K+ views). On LinkedIn, FlexGen’s data center content garnered 129K+ impressions and engagement rates 4x above the industry average. INK’s paid digital efforts for FlexGen generated nearly 1M targeted impressions among data center decision-makers at companies like Day & Zimmerman, Microsoft, AWS, and AT&T.
