Sustainable aviation fuel campaign
Sustainable aviation fuel campaign
Thoughtful, unified asset design drives results for a major fuel brand and their renewable aviation fuel.
Duration
3 weeks
Client
Well-known fuel brand
Overview
I developed and executed design for a multi-channel campaign to introduce new technology in sustainable aviation fuel (SAF) from an extremely well-known fuel brand. To address the interests of such a specialized audience, the campaign’s centerpiece was an educational webinar, surrounded by a variety of supporting assets. Consistent branding and smart visual organization made the materials approachable and useful, where similar efforts often become dense and disengaging. The conversion numbers suggest those design choices were correct.
Campaign Design
Overview
Campaign Design
I developed and executed design for a multi-channel campaign to introduce new technology in sustainable aviation fuel (SAF) from an extremely well-known fuel brand. To address the interests of such a specialized audience, the campaign’s centerpiece was an educational webinar, surrounded by a variety of supporting assets. Consistent branding and smart visual organization made the materials approachable and useful, where similar efforts often become dense and disengaging. The conversion numbers suggest those design choices were correct.
The challenge
The fuel tech experts needed to educate the audience regarding differentiators in their product and process, and use that thought leadership to drive engagement KPIs. For example, prior webinars had drawn ~800-1000 registrants.
The challenge
The fuel tech experts needed to educate the audience regarding differentiators in their product and process, and use that thought leadership to drive engagement KPIs. For example, prior webinars had drawn ~800-1000 registrants.
The approach
I created a breadth of assets, including paid social ads, nurture emails, a companion ebook and materials for a follow-up podcast. They all featured consistent imagery and sub-brand visual identifiers to signal familiarity and support lead conversion across channels.
The approach
I created a breadth of assets, including paid social ads, nurture emails, a companion ebook and materials for a follow-up podcast. They all featured consistent imagery and sub-brand visual identifiers to signal familiarity and support lead conversion across channels.
The results
The campaign significantly outperformed historical benchmarks. The webinar recieved 2,208 registrants (more than doubling the benchmark), 897 of whom logged on for the live event. Another 805 viewed the webinar afterward, which outperformed the next best on-demand number by 300 views. We also saw excellent conversion numbers on landing pages: 830 for the on-demand webinar, and 49 for the companion ebook.
The results
The campaign significantly outperformed historical benchmarks. The webinar recieved 2,208 registrants (more than doubling the benchmark), 897 of whom logged on for the live event. Another 805 viewed the webinar afterward, which outperformed the next best on-demand number by 300 views. We also saw excellent conversion numbers on landing pages: 830 for the on-demand webinar, and 49 for the companion ebook.
Highlighting Design
We already know quality design strongly impacts buyer drives like recognition, value perception, and trust. It accomplished a little more here. My strategic design choices made sure the client's message met people at their level of understanding, expressed ideas with visual clarity, and directed users across channels to conversion points where questions could be answered and needs could be met.
Highlighting Design
We already know quality design strongly impacts buyer drives like recognition, value perception, and trust. It accomplished a little more here. My strategic design choices made sure the client's message met people at their level of understanding, expressed ideas with visual clarity, and directed users across channels to conversion points where questions could be answered and needs could be met.
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Tell me what you're building
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Tell me what you're building
Let's cut through the noise and bring real strategy to your project.
Setup an intro call
Tell me what you're building
Let's cut through the noise and bring real strategy to your project.