Accelerating the Energy Transition- A Global ABB Group Campaign

The 4-month energy transition campaign, running from mid-June to the end of October 2024, continues to be featured in digital publications for its impactful messaging and creative assets. One of the campaign's major successes was establishing the company as a thought leader in the energy transition journey. LinkedIn recognized the organization’s status as a topic owner in the field, especially in comparison to its competitors. By highlighting insights from 22 global ABB experts across various divisions, the campaign effectively showcased the company's expertise in electrification, automation, and digitalization technologies. It also built credibility through customer case studies, covering key emission centers including power, industry, transport, and building.

The campaign, which was heavily content-based, saw significant engagement across all digital channels. It was promoted through ABB’s energy transition hub on their website and on platforms such as LinkedIn, X, Threads, and Instagram. The organic campaign, featuring 11 stories, 11 animations, and 12 films, generated 4.89 million impressions, 30,742 reactions, and an impressive engagement rate of 3.62%.

The campaign also achieved earned media coverage, with features in external publications like Energy Digital and This Week in Cleantech, as well as exposure at ABB trade shows including ADIPEC in the Middle East and Energy Taiwan. By showcasing how ABB supports industries transitioning to clean energy through credible customer and project case studies, the campaign played a key role in building momentum for ABB’s new brand positioning, Engineered to Outrun, which emphasizes solutions that enable industries to become leaner and cleaner.