Poet Biofuels
IN RYTHEM WITH NATURE
Client Background
POET is the world’s largest producer of biofuels and a trailblazer in sustainable bioproducts. Headquartered in Sioux Falls, South Dakota, this privately held, family-run company operates 34 bioprocessing facilities and produces over 3 billion gallons of bioethanol annually. Under the visionary leadership of Founder and CEO Jeff Broin, POET is grounded in a mission-driven culture—rooted in faith, service, and an unwavering commitment to doing what’s right for both people and planet.
Market: North America
Industry: Energy
Scope
- Creative AOR
- Media
- Paid Social
- Organic Social
Challenges
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Widespread misinformation about ethanol’s engine and environmental benefits hurt public perception.
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POET’s brand was seen as commodity-focused, overshadowing its innovation and sustainability efforts.
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Federal restrictions on summer ethanol sales limited growth opportunities.
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Social media presence lacked strategy, brand/creative consistency, and audience focus.
Solutions Implemented
Discovery Phase:
- Conducted a thorough audit of POET’s digital presence, identifying disorganization and a lack of targeted audience engagement.
- Analyzed consumer and competitor behavior through polling, interviews, and research to understand market dynamics and audience preferences.
Social Media Rebrand:
- Developed a proactive and platform-specific strategy, assigning distinct audience demographics and posting guidelines to each social media channel.
- Rebranded social platforms to reflect a modern, environmentally conscious image that appealed to women (household decision-makers) and millennials, using storytelling and visually engaging content to humanize the brand.
Influencer Collaboration:
- Partnered with geographically relevant influencers who could reach target demographics and amplify POET’s message authentically.
Custom Websites & Content:
- Wrote, curated, and distributed pro E-85 content through existing and custom platforms targeted towards our key demographics.
Targeted Media Buys:
- Ran demographically and geographically targeted media campaigns across Facebook, Twitter, and Instagram to bolster organic efforts and reach untapped audiences.
RESULTS
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Repositioned POET as a leader in sustainable energy through strategic brand storytelling.
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Increased consumer understanding of ethanol’s engine and environmental benefits.
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Boosted social engagement and organic reach through rebranding and influencer partnerships.
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Supported regulatory progress by generating public awareness and advocacy.
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Strengthened POET’s market presence with targeted digital strategies and purpose-driven messaging.
- Secured POET’S inclusion on the Fast Comopany’s World’s Most Innovative Companies list (No.3 in Transportation) for it’s renewable asphalt product JIVE, marking a rare win for a commodity driven brand in a sustainability focused category.
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