Bredenoord, a leading European supplier of temporary energy solutions, needed to reposition its sustainable product portfolio for an industrial buyer that historically optimised for cost-per-kWh, not carbon. The campaign that followed shows how editorial, paid and sales motions can compound when they share one narrative.
The challenge
Sustainable energy products carried a price premium in a market trained to negotiate on the lowest unit cost. The buyer had to understand both the climate logic and the operational logic — uptime, redundancy and total cost of ownership over a multi-year contract.
The approach
We anchored the campaign on a single proposition — sustainable energy without operational compromise — and built four content pillars around it: customer proof, technical depth, financial modelling and policy context.
Owned editorial, third-party press placements via Liplyn newswire and a focused paid layer drove qualified traffic into a guided buyer journey, while sales received briefing assets they could send the day after first contact.
What moved the needle
Three things outperformed expectations: a flagship customer story published in trade media, a TCO calculator that turned an abstract claim into a number the procurement team could defend internally, and a series of executive interviews that established Bredenoord's point of view in the policy conversation.
The result
Within nine months, the sustainable portfolio's pipeline grew significantly, deal cycles shortened and Bredenoord's share-of-voice on sustainable temporary power moved from challenger to default reference in trade media.