Hydrogen and the Consumer
EUA
THE CHALLENGE
To help change the direction of government policy on domestic heat and hot water, which has become increasingly focused on heat pumps to the detriment of other technologies and fuel choices, specifically hydrogen.
THE IDEA
Creating the link between government policy and people’s homes, we challenged the prevailing narrative by highlighting the high installation cost and disruption of heat pumps.
We conducted consumer research and used the resulting ‘Too Close To Home’ report to spark conversations about the cost, and demand consumer choice over the heating technologies people put in their own homes. We demonstrated that, while consumers support climate change efforts, the government needs to take seriously concerns around choice and affordability.
Targeting national, industry and trade media, we amplified the argument and research findings using video content and through a targeted Twitter campaign.
THE RESULTS
The launch of the report, and subsequent follow-up to seize topical opportunities, secured significant media attention:
- 12 national hits including The Sun, Sunday Express and The Independent
- Nine articles in leading trade titles, including Building Design & Construction and H&V News
- More than 50 pieces of coverage across national, regional, green, HVAC, construction and building services press
The strongly performing Twitter campaign positioned content in front of those following high-profile accounts, including @MayorofLondon, @UKLabour, @Conservatives and @KwasiKwarteng.
It also:
- Generated a cost-per-click of £0.42 against a benchmark of £1.50
- Achieved a total of 1,087 link clicks (KPI 305) and 165,750 impressions.