Taking a global brand to the world
We built the Hyzon Motors story and brand, helping commercialise almost two decades of hydrogen technology development in preparation for a NASDAQ listing.
Through a digital and social-media-first approach, media strategy and engagement, a lightning-quick website build, and innovative digital solutions in an international pandemic, we helped create value and impact for a brand with purpose.
Hyzon Motors did not have a profile, media connections, a content strategy or even a brand. But the Hyzon team had big ambitions and knew they would need global support to bring their long story of hydrogen technology development to a global audience.
Working across time zones and in different continents, and doing so during a pandemic, was a key challenge as we sought to develop a profile across the world that would help tell Hyzon’s story.
Although the company had 17 years of technical and engineering history, in terms of profile and brand, it was the equivalent of a start-up, and so everything, from corporate stationery to a website to a social media content strategy needed to be developed, and quickly.
We began with strategy.
By understanding the goals of the company, and who its key stakeholders would be, we could design an approach that would get the Hyzon message seen by the right people, at the right time, in the right places.
We also knew that digital would have to lead the plan – and so energy and resources were put into a digital strategy that placed the Hyzon website at the heart of all communications – driving an audience to an owned platform where we could better inform and nudge them to take positive and helpful actions.
We also recognised that traditional media would be a useful content provider – getting the CEO on international TV, and training him to deliver the company’s story with style and confidence gave us a library of quality, authoritative content that could be repurposed and used to demonstrate the Hyzon value on its own channels.
In the first 6 months we wrote 40 owned articles for the Hyzon website, developed more than 140 social media posts, including 40 videos and generated more than 4,600 unique digital media mentions. We started and grew the Hyzon social media activity and generated more than a million organic social media impressions.
Hyzon Motors gained global attention as a result of our integrated campaign, and was redefined as the global leader in hydrogen technology development, positioning it perfectly for its NASDAQ listing.
A digital-first strategy
We worked with Cannings Purple to totally reimagine and relaunch our corporate image, relaunch the website, and to create messaging for our trade and investment audiences. I’ve been impressed with the global connectivity and the way we can tap various resources throughout the world through the WPP network which is important to us as a global business.
Craig Knight, Executive Director / Chief Executive Officer Co-Founder