Case Study – Shifting Strategy to Support Long-Term Business Goals

The world’s largest ammonia producer, introduced a new clean energy strategy, marking a shift in long-term business goals and outlook from ammonia fertilizer production to leveraging ammonia as a clean fuel and enabler of hydrogen. 

Our Role

Our client engaged us to reposition the company as an industrial decarbonization and energy transition leader, while maintaining its important position in the fertilizer market. Our team crafted a new narrative more inclusive of company’s clean energy business and strategy. At the same time, we developed and executed a program to share the company’s story across earned media, speaking opportunities, and owned channels, including amplification through paid media, to reach targeted stakeholders, including potential customers in the transportation industry and potential joint venture partners across the energy and heavy manufacturing sectors. 

Our Impact

We secured media coverage in influential trade outlets, including POWER, H2 View, Chemical & Engineering News, and Fertilizer Focus Magazine, related to our client’s clean energy business. Beyond earned media, our team also secured speaking opportunities for executives at clean energy events and drastically improved our client’s online presence. Through owned and paid media tactics, we amplified clean energy content, exceeding typical benchmarks for engagement. In addition, our client looked to our team to align their ESG strategy with their overall business strategy and positioning, including developing their annual ESG report.