Project - equiwatt
equiwatt approached us with plans to build its base of users by reaching the millions of homes across the UK equipped with smart meters and other smart technology, that have the potential to help build the UK’s biggest virtual power plant.
As a startup, they needed a strategy to build brand awareness and increase website traffic and app downloads.
Our team, consisting of an Account Manager, PR expert, copywriter and myself as a digital marketing consultant, focused on developing and strategically placing equiwatt's brand message, as well as improving user experience to improve engagement.
​My responsibilities in the project:
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product marketing strategy and a tactical plan according to the objectives and budget;
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content team management;
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performance reporting.
PR & Product Marketing
Our Solution: Residential demand side response can be complex, so we audited and refined equiwatt's messaging. We simplified its offering into clear, meaningful messages for consumers and industry audiences.
This helped us create a solid foundation for content development across various channels, including the app store, social media, and uncovering PR opportunities.
We also analysed the user journey and current marketing channels to create a marketing and PR plan including new user acquisition and customer retention strategies.
As a start-up and new to the press, equiwatt wanted to build its profile in the media and reach consumers through the titles they read, driving user registrations and active engagement.
With the news dominated by the energy crisis, the rising cost of living and the net zero agenda, equiwatt felt October 2022 was the perfect opportunity to launch its app in the press.
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The Challenge: Working with equiwatt presented challenges that we had to overcome. First, we needed to simplify the technical aspects of the product to effectively communicate with equiwatt's target audience - the B2C sector. Second, there were numerous variables that could affect app downloads resulting from brand awareness, which were out of our control. Overcoming resistance from equiwatt's team was necessary to implement changes, including enhancing app performance.
Client's Result: In just 3 months and with a moderate budget, we have helped equiwatt secure 23 pieces of national, regional and key trade media coverage and reach an audience of over 7 million people.
With considerable readership across the UK, equiwatt saw a direct and significant impact with over a 5x uplift in downloads and registrations in the period directly following the PR campaign.