Pieces of coverage
UK SME's surveyed
Helping businesses reduce their carbon footprint is one of World Kinect Energy Solutions’ core service offerings. The business wanted to underline its expertise in this area and position itself as a leading and authoritative voice on sustainability, renewable energy, and legislation.
As such they tasked us to raise awareness of their sustainability consultations and solutions to differentiate them from their competitors and ultimately, help drive profitable customer action.
While many sectors and businesses are already on their journey to net zero, World Kinect Energy Services knew that many SMEs still had some way to go to becoming carbon neutral and that a lack of understanding at C-suite level was preventing many businesses from taking action.
We wanted to explain to businesses what the sustainability journey is, why they need to become carbon neutral and educate them on the solutions available to help them become more sustainable and improve their carbon footprint, and more importantly, how World Kinect Energy Services can help.
We commissioned independent research with YouGov of 1,021 SME decision-makers to get a better understanding of the UK’s net zero landscape and whether the pandemic had impacted sustainability goals. By showing the best and least prepared industries for implementing and achieving sustainability goals – and the barriers preventing action – we were able to create compelling headlines.
Using the insights, we built an integrated campaign with content used across PR, social, and digital media.
Over the campaign period we generated a total PR reach of 163,228 and a social reach of 4,909 impressions.
National and regional newspaper pieces of coverage was secured in Forbes and Yorkshire Times. We also secured coverage in all seven target vertical sectors from The Caterer, to Facilitate to Energy Manager.
Supported by social media advertising, the campaign was seeded further online via a carefully targeted paid-for program – again delivering strong engagement and direct click-throughs.
The research results highlighted that: small to medium businesses still have a way to go to achieving net zero goals, with only 34% achieving goals towards reducing their carbon footprint. Budget was cited as the biggest barrier to adopting carbon reducing solutions.
The construction industry is one of the least prepared, with the medical and health sector being one of the best prepared. Overall, the Covid-19 pandemic has impacted the sustainability goals of some sectors as priorities have shifted.