Part of the Calisen Group, Plug me in helps businesses, public sector organisations, and homes in the journey towards a cleaner energy future. Initially launching in 2020 as an at home EV charging specialist, Plug me in leadership had great aspirations and a plan to extend its product offering. 

CHALLENGE

In 2023, following the appointment of a new Marketing Director, Plug me in needed to turn ambition into execution and develop a strategy to drive sustainable growth for the brand. Following the initial launch little had been done to develop the brand and as a result, as the company and market had evolved, the branding and story behind Plug me in had not. 

With limited internal resources, Plug me in decided to seek help from an external partner. 

SOLUTION

Platform 195 was appointed to develop Plug me in’s brand and deliver a creative and data driven marketing strategy.  Working closely with the Plug me in team, Platform 195 developed a brand positioning that flipped the idea of plugging in as a tangible action to an emotive and powerful idea. The concept centred on the energy issue, asking people if they are plugged in and part of a movement for a more sustainable way of life. 

“They tell a damn good story when it comes to brands. It’s not just an idea, Platform 195 doesn't just tell an emotive story. They create it, develop it, give it narrative and really bring it to life. They unified our brand from within, it aligned us and gave us a much stronger understanding of who we are “, says Ian Fisher, Director of Marketing and Communications, Plug me in. 

Platform 195 built a campaign strategy that incorporated traditional PR activity to build brand awareness. Simultaneously, the team developed a search strategy that targeted every stage of the customer journey. This was especially important given the challenge of familiarity around certain products. 

OUTCOMES

Plug me in has undergone significant change since 2023. The branding and story of Plug me in has driven business impact to unify the company and establish it as a recognised and respected brand in the sector. 

Growth and recognition across the sector have flourished demonstrated by initiatives such as Plug me in’s participation in the 2024 Heatpump Summit. Over 12 months or search activity, Platform 195 reduced Plug Me In’s average Cost Per Lead by 51%. Driven by the connected marketing strategy, brand searches for Plug me in increased by 70% from 2023 to 2024, with paid search conversions increasing by 207% year on year.

“Platform 195 put Plug me in on the map. We knew what we wanted but we didn’t know how to get there. It’s been, and still is, a continuous process but throughout it Platform 195 have given us the tools and the confidence we need to be able to tell our story,” adds Ian. 

With established positioning and reputation, along with effective channels in place and a powerful brand identity to underpin Plug me in’s next stage of growth, Ian is excited for what comes next. 

“I’m excited about what lies ahead, and I think the Platform 195 team are as well. We don’t always agree on everything, it’s indicative of the strength of our working relationship that we can be honest with each other, but I think we agree that we still have a massive story to tell,” concludes Ian.