OUR WORK

Gazprom Energy

PR cooking on gas

Gaining brand awareness in the crowded energy market

THE BRIEF

Gazprom Energy provides gas and electricity to a wide range of UK businesses. Operating in a highly competitive sector, the energy provider wanted to build positive brand awareness and demonstrate its understanding of the challenges organisations, large and small, face when it comes to energy management. To achieve this, we needed to put Gazprom Energy at the heart of key discussions about issues felt by its customers and those taking place in the energy sector.

OUR APPROACH

We carried out several foraging sessions, tapping into the market knowledge within the business. Then we developed thought leadership content for top business, energy, procurement and vertical media.

We explored the innovations that Gazprom Energy is undertaking to make operations quicker and more effective, for example robotic process automation (RPA). We showcased this in byline articles and demonstrated the energy provider’s strength as a business partner.

We demonstrated Gazprom Energy’s impressive customer base, which spans many different sectors and industries and includes well-known names like McDonalds. The customer-centric content we created showed the energy provider’s ability to manage the complex energy needs of these large organisations.

RESULTS AND BENEFITS

Over two years, we generated a continual flow of high quality media coverage, securing 73 pieces. In total, the coverage generated 1,044,980 views from target audiences, with each clipping scoring an average of 14,315 views. We secured coverage across all of Gazprom Energy’s target media from vertical to energy press, including front page lead stories, key profiles of business leaders, and thought-leadership articles exploring the hottest energy topics currently. Top coverage results include The MJ, Utility Week, Law Society Gazette and HR Director. 48% of media coverage included a backlink to Gazprom Energy’s website, supporting its SEO and helping it climb up the search engine rankings.

“Skout threw itself into creating content on key issues affecting businesses and their energy supply, and as a result we’ve had fantastic exposure in quality media. We could only raise brand awareness successfully with the help of an agency that thoroughly understands complex energy topics. Skout really knows how to turn a range of issues into engaging content that resonates well with the media and our target audiences.”

Yvonne Henderson

head of retail brand and communications

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