Hanwha Q CELLS is the world’s leading solar company producing photovoltaic modules, solar systems and solar solutions. In 2018, the company was looking for a communications agency specialised in creating high-quality content to raise its profile among homeowners and builders in the DACH region and the Netherlands with a PR campaign within four months.
The cooperation started with an all-day workshop in Berlin, where we defined the goals, target groups and messages for the campaign and discussed possible topics, measures and the channels to be used. We then drew up a communications concept and a detailed time and action plan for all PR, social media and advertising activities. The media set we selected had a potential readership of more than five million people.
We informed homeowners, building owners, planners and architects about the company’s new solar modules and storage units with press releases tailored to the target groups. As the external press office of Q CELLS, we were in close contact with over two dozen editorial offices and publishing houses in Germany, Austria, Switzerland and the Netherlands. We conceived and wrote extensive expert interviews, guidebook articles, reference stories, advertorials and specialist articles and placed them in the high-circulation construction and modernisation media.
Using Facebook, we explained the advantages of our own solar system to homeowners and the unique selling points of Q CELLS products. In addition, we set up a new Instagram account for Q CELLS, which we filled with attractive images.
At the end of the campaign, our PR measures had reached more than 70 publications in the relevant key media and over 100,000 people via social media – a complete success.
