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  • Writer's pictureShabbir Akhtar

Content, Creative and Communication Campaign - Solar Industry

Updated: Aug 10, 2023

It is great to be back blogging again, and I promise to be a lot more consistent this time around. Couple of months ago I was having a chat with some people from a leading national PR agency and we got into discussing what renewable energy companies, specifically solar companies using digital media, can reach out their audiences. Today morning I came across my notes from that discussion, and thought of documenting here, what I thought what make an ideal campaign for a solar company. Clearly, the objective of the campaign is to improve the online reputation of a company from the solar industry by showcasing its commitment to sustainability, innovation, and social responsibility. By leveraging the power of digital media, this campaign aims to reach out to potential customers, engage with existing ones, and build a strong online presence for the company.

To start with, I suggest a three-pronged strategy:

  • Content Marketing

  • Social Media Engagement

  • Innovative Digital Campaigns

While the content marketing and social media engagement campaigns are straightforward, the digital campaigns are what I really want to stress on here. Moreover, the digital campaigns draw their genesis of the perfect blending of content marketing and social media engagement (more on this in a future blog). But, incase people are interested, below is an outline of the intended content marketing and social media engagement plans:

  • Content Marketing: Create and share high-quality content that showcases the company's expertise and commitment to sustainability, innovation, and social responsibility. This content will be shared on the company's website, social media channels, and email marketing campaigns.

  • Social Media Engagement: Engage with customers and stakeholders through social media platforms such as Facebook, Twitter, LinkedIn, and Instagram. We will use these platforms to share content, respond to customer queries, and build a community around the brand.

Now that these are out of the way, let us get directly into the digital campaigns. The company should launch a series of innovative digital campaigns to engage with customers and stakeholders in new and exciting ways:

  • Solar for a Better World Video Campaign

  • Solar Voices Podcast

  • Solar Champions Influencer Campaign

  • Solar Solutions Interactive Campaign

  • Solar Adventures Influencer Campaign

  • Solar Explorer Social Media Campaign

  • Light Up India with Liter of Light Partnership Campaign

Let's get deeper into each of these campaigns to understand them better

Solar for a Better World Video Campaign

A series of short, light-hearted, humorous and emotional videos that showcase the various ways in which solar energy can be incorporated into our daily lives for the benefit of both the community and the environment. For example, one video could show a family using solar-powered chargers to charge their phones and laptops while on a picnic in the park. Another video could showcase a couple using solar-powered lights to decorate their backyard for a romantic dinner under the stars.

The campaign would also emphasise the cost-saving benefits of solar energy by comparing traditional energy sources with solar energy. For example, a video could showcase a family's electricity bill before and after switching to solar energy, highlighting the significant savings they can make in the long run.

This type of campaign would help to demystify solar energy. For example, one video could address the myth that solar energy is only effective in sunny locations, while another video could address the myth that solar energy systems are expensive and difficult to install.

This campaign would also feature a series of videos that showcase real-life examples of the company's products and services in action. For example, one video could showcase a school that has installed solar panels of the company to provide clean energy to their classrooms, while another video could showcase a business that has switched to solar energy to reduce their carbon footprint and save money on their electricity bills.

Solar Voices Podcast

Launch a bi-weekly podcast series featuring interviews with industry experts, thought leaders, and the company's executives discussing the latest solar energy trends, innovations, and solutions. Each episode can focus on a different topic, such as "The Future of Solar Energy," "Sustainable Energy Solutions for Businesses," and "How Solar Energy is Transforming Communities." We can invite guest speakers who can add value to the podcast content and share their experiences with sustainable energy solutions. We can also encourage listeners to submit their questions and feedback, which can be addressed in future episodes.

Solar Champions Influencer Campaign

Partner with influencers in the sustainability and renewable energy space to promote the company's products and brand message. These influencers could be experts in the field, social media personalities, or even the company's customers who are passionate about solar energy.

Solar Solutions Interactive Campaign

Create an AI-powered and interactive website or app that allows users to explore different solar solutions for their homes or businesses. This could include a calculator that estimates energy savings, a virtual tour of a solar installation, or a tool that helps users design their own solar panels.

Solar Adventures Influencer Campaign

Partner with influencers from the hiking and trekking space to show their outdoor adventures carried out using solar devices. For example, one influencer would show how a group of hikers are using solar-powered chargers to keep their phones and GPS devices charged while on a remote trail, while another influencer would show a camper using a solar-powered lantern to light up their tent at night.

Solar Explorers Social Media Campaign

Create a series of Instagram posts that showcase the beauty of solar installations around the world. These posts could include stunning photos and videos of the company's products in action, as well as interesting facts and statistics about solar energy.

Light Up India with Liter of Light Partnership Campaign

The "Light Up India with Liter of Light" campaign aims to provide sustainable and eco-friendly lighting solutions to underprivileged communities in India through a collaboration with the "Liter of Light" movement, local NGOs, and other organisations working towards social welfare of the underprivileged.

Under the campaign, we can donate solar-powered lighting systems to communities in need, which can be installed in homes, schools, and other public areas. The lighting systems can be designed using the simple and affordable "Liter of Light" technology, which uses recyclable plastic bottles filled with water and bleach, along with LED lights.

The campaign can also be extended to schools in rural areas where access to electricity is limited, enabling students to study and learn in a better environment. Additionally, the campaign can focus on creating awareness about the importance of sustainability and renewable energy among the community members, making them more conscious and responsible towards the environment.

The campaign can be launched with a short film that showcases the impact of the campaign on the lives of people living in remote and underprivileged areas of India. The film can be promoted on social media and other digital channels to generate awareness and encourage people to support the campaign. Additionally, we can create a microsite where people can participate in the campaign and track its progress.

What do you think about these campaigns? What other campaigns do you think are relevant for such an organisation? Let me know in the comments.

In the next blog, I have laid out a broad outline of quarterly activities to achieve these campaigns and the monitoring and measurement metrics for these.

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