Challenge

Not so long ago, RWE was synonymous with fossil-fuelled power stations. But with an ambition to support the UK’s net zero goals, it has committed to invest £15bn in renewable generation in the UK. The business is rapidly changing, and we are tasked with helping the RWE team tell its evolving story and introduce this new chapter to shift perceptions.

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Insight

With foundations as owner/operator of fossil-fuelled power stations, RWE’s ‘green’ reputation was little known in UK markets. To achieve its aspirations and contribute to positive change, RWE needed to transform its narrative and reach strategic audiences to reposition itself in the UK.

Supporting investment and development aspirations required better relationships with statutory, political and community stakeholders. RWE’s new strategy and its impact on the UK was largely unknown, and educating those with influence was critical. Positively influencing at a national, regional and local level was also on RWE’s agenda, so securing a greater share of voice in UK policymaking was necessary.

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Strategy

Our approach to this phase, was a sustained, multi-channel communications campaign to illustrate and reiterate the new brand and corporate strategy. Evaluation of the old brand through polling and assessment of media and stakeholder sentiment gave us insight into share of voice, reputation and impact. It also highlighted key issues to be addressed through proactive engagement. We translated the big picture and in-depth insight into a comprehensive brand repositioning strategy with measurable actions.

Amplify

Already an integrated part of the RWE team, we were able to overlay gathered insight with an in-depth understanding of the business to develop a targeted campaign. A highly effective programme revolving around digital and social content laid the foundations for reaching critical audiences. Videos, animations, and graphics, delivered primarily via LinkedIn, visually brought the story to life. Copper’s creative team set the creative direction, developed the script, and collaborated with our digital experts to transform concepts into content. At the same time, we developed thought leadership pieces to begin to build RWE’s profile in the clean energy arena. Such assets supported our high-level media relations campaign and stakeholder engagement strategy designed to secure the attention of those most influential in the space.

Outcome

The strategy achieved significant success for RWE, launching it onto the national stage, contributing to key conversations around renewables. We secured agenda-setting coverage in the Financial Times, Daily Telegraph and the Scotsman, and the BBC and Reuters. Significant exposure activity combined with a focus on high-level stakeholder engagement culminated in RWE holding a prominent role in the UK investment summit hosted by the Prime Minister. While further afield, we secured regional engagement with Welsh and Scottish devolved authorities and influencers.

Perceptions of the RWE brand shifted, it enjoys a greater share of voice and significant influence in relation to renewable generation in the UK. RWE is still on this journey and we continue to provide strategic and tactical support.