Case Study
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Residential Energy Storage Brand Fast-Tracks North American Launch
Integrated launch program includes positioning strategy and US-centric messaging, sales collateral, landing pages, PR, communications, and advertising–driving results in just four weeks.
Company Overview
FranklinWH is the manufacturer of the Franklin Home Power (FHP) system, a residential energy management solution that integrates solar, battery, grid and generator power sources to optimize homeowner safety, reliability, and efficiency.
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Brand Strategy & Messaging
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PR & Communications
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Social Media Management
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Branding & Creative
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Website Design & Development
Services
Industry
Energy Storage
Customer Challenge
New to the US market, the Asia-based manufacturer had an aggressive timeline to make its North American debut at the Intersolar Conference. FranklinWH’s seasoned US leadership recognized the need for a foundation of strategic positioning and differentiated messaging to compete against leading incumbent energy storage systems (ESS) like Enphase and Tesla.
To bolster brand reputation among channel partners and residential installers, it needed to demonstrate the unique advantages of the affordable, efficient, and eco-friendly solution. Most importantly, FranklinWH had to move fast, aiming to launch the new brand within a month.
Energy independence, simplified.
Web Design and Development
With a professional brand identity in place, our team developed a sophisticated web presence that immediately signaled its success (vs. its previous one-page landing page) and worked to clearly communicate its messaging and mission to a broad range of stakeholders, including offtakers, suppliers, investors, and community leaders.
Message Development
We worked with the FranklinWH team to identify unique points of differentiation. This helped us position the brand strategically within a saturated market as we built a message house to serve as a blueprint for all of its communications.
Integrated Communications, PR, Advertising
We created a high-impact campaign targeting FranklinWH’s residential installer audience with branded content, targeted communications, and media ads timed around the launch at a key industry event.
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We developed a company launch announcement, editorial articles, homeowner case study, LinkedIn posts, paid content, and digital ads within B2B publications that had strong reach in the residential installer segment.
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Leveraging our twentytwo & brand network, we also connected FranklinWH with key influencers across the residential space to boost market awareness.
Creative & Web
In tandem with our communications team, our designers expedited the development of a branded landing page for the launch campaign, created digital brochures and case studies, and executed a photoshoot with FranklinWH’s first US customer.
Powerful Impact
Fast forward twelve months from the kick-off of the engagement and FranklinWH had gained mindshare among the installer and distributor communities as one of the top new residential storage and energy management brands in North America.
News of the company’s expanding finance options and growing availability through distributors – including the nation’s largest solar energy distributor and leading finance partner – have made solar news headlines.
The initial market entry was highly successful, proven by the team’s successful trade show. The company and product was featured across top solar magazines, securing homepage and newsletter placements, as well as multiple media interviews with executives at the show.
Measurable Results
Full-scale strategic PR and communications plan with over 55k impressions in just four weeks, resulting in a strong tradeshow ROI for the US team
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Secured three industry journalists to attend a media event with two executive interviews, resulting in four positive articles for the company.
Post launch, our continued engagement expanded upon our integrated communications program with branded content promoted across multiple channels, including the company website, social, and media outlets.
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Secured publication of two thought leadership articles in key solar B2B media, Solar Power World and North America Clean Energy.
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Created four blog posts to drive social media engagement and website traffic and two case studies featuring homeowner successes.
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Issued three press releases to drive broad brand awareness and solidify reputation as a leader in the industry.
“The team at twentytwo & brand was instrumental to launching the FranklinWH brand in the US market. Right from the start it was clear that this team understood our business and our market to get us quick results. In record time they adapted our brand to resonate with American installers and homeowners, and launched an integrated campaign that set our foundation for success.”
Gary Lam - CEO
Brand Strategy & Messaging
PR & Communications
Social Media Management
Branding & Creative
Web Design & Development
Advertising & Lead Generation
