Overview
Already an established leader in solar, Sunrun sought to expand its reputation as a clean energy provider and leader in energy storage and Distributed Power Plants (DPP).
Situation
Sunrun tapped Antenna to serve as its public relations agency of record (AOR) within its corporate communications and public affairs team. As part of the scope, Antenna was tasked with promoting Sunrun’s new energy storage offering and garnering publicity around its recent significant acquisitions and partnerships. Additionally, the Antenna team supported Sunrun’s state policy and sales activities to expand solar and energy storage access to millions of new potential customers.
Approach
Antenna launched an aggressive public relations campaign designed to increase visibility for Sunrun’s DPPs and stake a leadership position in the emerging DPP market. The strategy included a trending story-based media campaign that positioned Sunrun as a key player in both the battery and DPP spaces, and as an expert and trusted partner innovating and progressing the industries forward. Finally, Antenna worked with the Sunrun team to assist with strategic messaging, advocacy campaigns, and crisis communications efforts on the local and national level.
Results
The campaign resulted in a 36% increase in primary articles earned YoY for Sunrun, and a 94% increase in media impressions YoY, successfully promoting Sunrun as a key player in the battery and DPP spaces. Mentions and features were included in over 1.1K articles, in publications including CNN, Forbes, WSJ, Business Insider, Barron’s, Los Angeles Times, PV magazine, and more. Antenna’s crisis communications strategy also resulted in multiple challenges being quickly handled to not overshadow the mission and goals of the awareness campaign.
