Gas Vehicle Network: Driving on Gas

The Challenge

To convince haulage companies of the financial benefits of switching their HGV fleets from diesel to renewable biomethane gas.

An awareness-driving campaign, we had to reach decision-makers in the HGV and transportation sectors and encourage them to help the UK achieve the Government’s target of net-zero CO2 emissions by 2050.

The Idea

Acknowledging that C-suite professionals are time-poor, we knew we would have just minutes to make an impact with our messaging.

This meant the campaign had to be video-first and it had to lead with key stats, quickly highlighting a potential annual saving of up to £29,000 and a payback period of less than two years.

Given the relatively niche target customer group, we recommended that the video be served to a highly targeted audience on LinkedIn, supplemented with a YouTube campaign, aimed at those searching for particular keywords and topics alongside those visiting relevant websites.

The Results

  • Within weeks, the campaign had delivered 16,369 LinkedIn video views at an incredible £0.05 cost per view, against a platform benchmark of £0.20.
  • Thanks to a strong video opening frame, and a tightly defined audience, we drove a 67.88% view rate on LinkedIn, against a KPI of 29.5%.
  • On YouTube, we saw a £0.01 cost per view, against the YouTube benchmark of £0.10 – reaching nearly 30,000 people with a proven interest in transportation.
  • Crucially, companies viewing the video included DHL, Transport for London, Kuehne & Nagel, Maersk, Hermes and XPO Logistics.