Warming the UK up to hydrogen

The Hello Hydrogen campaign tackled the critical lack of public awareness about hydrogen as a future energy source for home heating in the UK. Despite its potential to save money, create jobs, and drive sustainability, its benefits had not been effectively communicated to consumers.

SEC Newgate UK’s challenge was to bridge this gap by initiating public conversations early. Backed by in-depth consumer research, the campaign identified barriers and crafted a relatable strategy. TV personality Rachel Riley was chosen as the campaign's face, presenting hydrogen’s complex benefits in a simple, engaging manner. The campaign employed diverse content, including videos, social posts, and microtargeted ads, amplified through strategic media outreach. Key events like the Labour Party Conference ensured engagement with influential stakeholders. The results were exceptional: the Hello Hydrogen website attracted 465,000 visits, with a peak of 1,826 on launch day. Facebook content reached 42 million people, while Google ads delivered 40,700 clicks, and LinkedIn generated 161,500 impressions with increased click-through rates. Media coverage, driven by Rachel Riley, reached 642 million people, featuring in outlets such as MailOnline, METRO, and The Sun. Through creativity and precision, SEC Newgate UK successfully demystified hydrogen, engaging consumers and positioning it as a transformative energy source for the future. The campaign set a strong foundation for advancing hydrogen awareness and adoption.