Principle Power has been an established leader in the floating wind industry for many years and synonymous with the flagship WindFloat® technology. To prepare for global expansion of the sector and commercial-scale projects in the coming decade, the company entrusted Engagement Lab to develop a marketing & communications strategy for the coordinated launch of the new WindFloat F foundation design together with their visionary program for industrialization, which we titled, “300x30”.

The ”300x30” industrial strategy has not only established a clear internal pathway for Principle Power to provide 300 WindFloat® units by 2030, but also set a new standard in the industry on what will be required to scale production for 1GW+ floating wind projects.

• Insights: Having been entrusted with a landmark, 2-in-1 launch from an iconic brand such as Principle Power, we set out to gain insights and input from key stakeholders across the business and from our recently completed customer survey to uncover crucial market insights from global floating wind developers.

• Product Deep-Dive: Armed with nuanced insights from across the value chain gathered over several months, we then turned our attention to the product portfolio itself as well as the industrialization program that was taking shape inside the company. After careful study and investigative conversations, we began to understand how to articulate not only the uniqueness of each launch component, but also the value that each offered in the marketplace and their strategic interconnection.

• MarCom Strategy & Implementation: With a solid foundation of insights and product knowledge, we crafted the launch strategy along with Principle Power, striking a delicate balance between budget and reach. With a comprehensive launch film at the heart of the plan, we executed a multi-channel approach employing targeted media/PR activities, event & conference on-site support and collaboration, website content development, and sales material integration – all in close collaboration with key suppliers and stakeholders throughout the process.

The launch campaign produced one of the most impactful digital engagements in Principle Power’s history:

• Positive industry reaction overall, including very supportive feedback from customers

• 45+ pieces of coverage, including articles in Recharge, WindPower Monthly, Renews, 4C Offshore, and Offshore WIND

• Well-performing post on social media with 3.5% CTR and 5.46% engagement rate, reaching over 42,000 users organically from a universe of ~30,000 followers

• 140% increase in total views on the company’s website, in comparison with the monthly average rate