Campaign for Hitachi Energy

The assignment

The company changed its name to Hitachi Energy in late 2021 and thus needed to strengthen its new brand and position itself towards customers and decision-makers in energy, transport and industry in 2022. More broadly, they also needed to reach people with an interest in technology, as part of an effort to position themselves as an attractive employer.

The solution‍

With twin goals of building brand awareness and reaching a wide audience of both customers and people interested in technology, we chose several channels to cover all the target groups.

The channels Ny Teknik, Energinyheter and selected local newspapers were used primarily for customers and decision-makers. To reach technology enthusiasts among the general public and potential new employees we relied primarily on Meta and selected local newspapers.

With the help of storytelling and effective distribution, the campaign had a great impact. Appelberg produced six articles and two films that were published on Hitachi Energy’s new landing page, each with a different focus: customer case study that showed how industrial companies are working with smart innovations that contribute to a climate-neutral future.

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• A customer case study that showed how industrial companies are working with smart innovations that contribute to a climate-neutral future.
• An interview with Hitachi Energy’s CEO who talked about how the company’s world-leading technology contributes to sustainable social development.
• A vision of a fossil-free future with offshore wind power.

The result: huge engagement

Through targeted articles and smart media buying that was specifically adapted to the needs of the target group, Hitachi Energy expanded its audience reach and attracted interest from the relevant people. Thousands of readers visited the new landing page.

There was great engagement with the social media adverts, with a lot of interactions and hundreds of shares to readers’ private feeds, which also gave the campaign great organic spread.