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Supporting a €130million investment announcement in the green hydrogen market

Empowering Power2X to advance the energy transition through brand and communications support

The Impact

  • Power2X has become seen as an even stronger source of energy transition commentary
  • A social campaign that helped realise significant increases across all performance metrics

BLUE takes ESG Award for Power2X Campaign

Our work with Power2X was awarded the “Best ESG Campaign to create or improve access to affordable and clean energy” at the ESG awards 2023.

BLUE supported the significant announcement of Power2X’s long-term investment of €130m from Canada Pension Plan Investment Board (CPP Investments) to accelerate the growth of Power2X as a development platform and fund green molecule projects.

Power2X is the leading green molecule company that develops, owns, and operates large-scale energy assets and infrastructure that is focused on decarbonising industrial value chains. The Dutch company recently secured significant long-term backing and capital to support its strategic objectives and ambition to rapidly scale up green hydrogen production in Europe.

The company’s existing hydrogen projects under development include, ErasmoPower2X, a €1bn solar and hydrogen plant, and MadoquaPower2X, a €1bn industrial-scale hydrogen and green ammonia project.

The Challenge

Power2X appointed BLUE to support with its significant announcement of a long-term investment from CPP Investments. 

BLUE faced the challenge of helping Power2X effectively establish its brand amongst key media targets involved in the renewables and green fuels space. We had to effectively communicate the brand to appeal to different stakeholder groups, balancing messaging about what the investment would mean for Power2X’s employees, investors and a new, wider stakeholder group.

In short, we were tasked with creating a strong and engaging reputation for Power2X, irrespective of its future objectives. We knew we had to do this at short notice, via an integrated campaign that touched PR, social (both earned and paid) and digital marketing.

Our Impact

Power2X has become seen as an even stronger source of energy transition commentary by mainstream titles such as Reuters and the Dutch nationals.

Our messaging outlined how by unlocking the power of green molecules, Power2X is developing solutions that will help to tackle decarbonisation in many of the world’s most complex and hardest to decarbonise sectors, including industry, concrete and chemical production, mobility (such as maritime and aviation) and refining.

Meanwhile, our social campaign helped us to realise significant increases across all performance metrics when compared to the previous two months, particularly in terms of impressions and follower growth. This effectively ‘primed’ Power2X’s social channels for the investment news to be shared.

Our paid campaign amplified the news and directed stakeholders through to the landing page. By examining the metrics, we were able to see that this campaign resonated amongst board-level employees and received the most clicks from the USA – a key target market for Power2X.

Our Approach

Our PR work with Power2X was predominantly centred on high-impact media opportunities following CPP Investments announcement, communicating the significance of the investment not only for Power2X, but for its wider impact on the industry.

BLUE initially supported Power2X by creating corporate messaging for the company to provide a foundation for all communications, articulating what Power2X is, does and stands for. The messages were used to provide consistency in how the company talks about itself in the market and were the first time that Power2X’s brand had been encapsulated in this way.

Simultaneously, for an announcement of this size, we knew that it would be important to ensure that the messaging engages at the right level and with the right stakeholders. BLUE worked with Power2X to develop a thorough stakeholder map, which guided our press engagement approach.

As part of our media outreach, BLUE successfully arranged interviews with Reuters, S&P Global, and with assistance from its Dutch agency partner, Het Financieele Dagblad and Telegraaf.

Our social and digital marketing strategy focused on creating a ‘runway’ of impactful content leading up to the announcement, priming Power2X’s social channels and key stakeholders for impactful news when we were able to share it.

We also designed and executed a paid social campaign that boosted our owned and earned collateral on the announcement, significantly increasing the reach of the news. As part of this campaign, we also consulted Power2X on their user journey and developed a landing page that consisted of the press release as well as key supporting information regarding Power2X and its projects.

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