POET is the world’s leading biofuel producer based in Sioux Falls, South Dakota. Although all 87 Octane Gasoline in the United States contains 10% ethanol many competitors for that market share have spread untrue information to consumers about what Ethanol does and does not do for your engine and the environment. Additionally they were facing a branding challenge as most consumers and media outlets regarded them as commodity driven company, which far undersells the value of what POET is, does, and is leading the way for in regards to clean energy in the U.S.
In order to penetrate the U.S. fuel market, our client needed to appeal to the household decision maker (women) and the noise maker (Millennials).
Organic search was cluttered with outdated, negative, and false articles about biofuels and their social platforms were relatively quiet with little to no post engagement and growth.
The written materials did not include any SEO and were only being posted on the company website or within their social feeds. The content being created and posted on each of the social platforms did not speak to the correct targeted demographic and wasn't created in a way to optimize the users browsing habits on each individual platform. "What works on one, may not work on another."