Part of S&P Global Commodity Insights, World Hydrogen Leaders (WHL) brings together global energy decision-makers to help each other navigate and de-risk the pathway to the clean hydrogen energy transition. WHL hosts live events around the globe that attract thousands of visitors annually. Attendees connect with like-minded executives to share best practice and uncover solutions. The World Hydrogen Week events enable cross-sector interaction to increase hydrogen investment and production while reducing its costs.
Harpreet Sohanpal Head of Marketing World Hydrogen Leaders
As Nadim Chaudhry, CEO of World Hydrogen Leaders says, “Hydrogen is going to be one of the fastest growing global markets of the next decade.” The live events organised by WHL have a major influence on the growth of the market. Harpreet Sohanpal, WHL’s Head of Marketing wanted to engage a PR partner to boost media interest and awareness among key journalists and secure coverage in publications across multiple sectors, not just energy and renewables.
World Hydrogen Leaders initially engaged Resonates to grow awareness through editorial media placement for its 2023 World Hydrogen Week in Rotterdam, Netherlands. On the back of that success, WHL re-engaged the team to promote both its World Hydrogen North America (Houston) and World Hydrogen Week (Copenhagen) events in 2024. We initiated a focused onboarding and messaging session, and established a core tactical plan concentrating on growth:
Resonates secured opportunities to promote WHL events among core journalists and well-known hydrogen leaders with thought provoking articles. As Harpreet said, “Resonates think laterally and made connections between the news agenda and World Hydrogen Leaders’ messaging in a completely new way. The content introduced new themes that we hadn’t seen covered previously, tying hydrogen into broader decarbonisation conversations.”
The combination of creative, lateral thinking and intelligent placement of articles has resulted in a very high level of coverage, exceeding WHL’s brief and expectations. As we grew awareness among the media we generated 27 pieces of coverage – primarily multi-page, in-depth thought-leadership articles, delivering a significantly improved share of voice and page dominance.
