Supporting rapid growth and new market entry

The business recognised that it needed to raise brand awareness and credibility and educate the market on the superior benefits of carbon removal, as opposed to other carbon offers on the market. It also needed support driving a rapid two-year European expansion strategy and its imminent UK market entry.

Our response was three-fold. Working with the senior team, we crafted messaging that would resonate with all three primary customer targets – biomass companies, concrete recyclers and CDR credit buyers, as well as with investors to support subsequent funding rounds.

Using this messaging as the backbone, we launched a global PR campaign to introduce the new technology to the market, focussing on the key challenges Neustark was resolving, and the unique benefits of Neustark’s innovative business model.

Within a press office function, we communicated the business’s traction in the market through growth stories, significant hires and culminating in large commercial deal announcements with Microsoft, and a growth equity funding round of 69million EURO.

This initial campaign resulted in over 100 pieces of coverage including top tier hits in Forbes and the Financial Times, an interview with the Wall Street Journal, and coverage across influential trade media including energy, construction, carbon, investment and technology titles.

For the UK launch, we worked with third-party stakeholders and partners to align on key messaging and dates and conducted a dedicated press campaign for Neustark to ensure the business gained significant share of voice.

The initial press release on the launch has resulted in over 40 pieces of coverage to date across key trade media, and with high-tier hits including Forbes and broadcast opportunities with BBC and CGTN Europe.