Tips for award-winning success: how a great story can drive your marketing message (and maybe win an award!)


We won big at the CIPR PRide Awards last Thursday, with three golds and one silver, bringing our total number of awards to 30!

Among our wins was Gold for Best Integrated Campaign for our work with electric vehicle (EV) charging brand Indra Renewable Technologies. This campaign showcases how our storytelling, which is at the heart of every campaign we do, can drive marketing messages to reach the target audience. So, how did we do it, you ask? Keep reading to find out…

Our recipe for creating an award-winning campaign

We started with our research, where we soon discovered Indra’s competitors’ content mainly focused on the product offerings not the future possibilities of technology. Therefore, we saw an opportunity that by showing our audience that Indra was shaping the future of smart energy, we could inspire EV drivers and instil trust in installers.


With Indra’s pioneering technology that was currently in trial but not commercially available yet, the question was how could we make the brand stand out against competitors? So, our story was created: Future Possibilities — Shaping the Future of Smart Energy .

Using the PESO model, we told the story across multiple channels aiming to Educate, Lead and build Trust with Indra’s main target audience of consumers and installers. The story gave focus to the tactics delivered:

  • Digital marketing — by bidding for less competitive keywords or phrases e.g., “smart EV chargers” we were able to focus on quality leads rather than quantity, homing in on an audience which prioritises innovative, smart technology.
  • PR — media outreach included national, automotive, tech and business press. We reached installers through technical features for installer trade titles where we positioned Indra as the experts in EV charging with a focus on future innovation.
  • Social media — creating engaging jargon-busting content that would exhibit Indra’s current product offering coupled with a suite of content that showcase the bi-directional charging technology and how this could shape the future of smart energy.
  • Video content — to help tell the story, we teamed up with leading tech journalist and presenter Nikki Dean to deliver a series of explainer videos which were cascaded across the web and social media offering both installers and end-users an easy and engaging way to consumer product information.

The story-led approach gave a focus to our content which meant we exceeded all KPIs for digital, social and PR.

For more information or to chat with a member of the spottydog team about how we can help you to create award-winning campaigns drop us an email


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