ORM Campaign for Energy Mogul
Social Media
Digital Strategy
Search
Project Overview
Background • Central European energy mogul, Client M, partnered with Percepto after facing negative and inaccurate media coverage, including unfounded links to corruption. • Percepto aimed to rectify these misconceptions, improve Client M's online image, and expand his presence in English-speaking markets. Challenges 1. Client M's English search results were dominated by negative articles. 2. Client M lacked recognition beyond his local and industry circles. 3. Unwanted links from tier 1 publications negatively impacted his online reputation. 4. Client M valued privacy and had limited availability for direct communication. Strategic Objectives • Showcase Client M's commitment to national wellbeing. • Position Client M as a leader in green energy. • Highlight philanthropic efforts in local communities. • Humanize Client M's image and distance him from negative associations. • Emphasize corporate social responsibility to enhance brand trust. Implementation Consultation and SEO Optimization • Tailored brand narrative and messaging through extensive research and consultation. • Provided ongoing SEO feedback and recommendations for controlled assets. • Enhanced SEO elements (alt-texts, meta tags, URL structure) of controlled assets. • Offered SEO guidance for all campaign copy. • Collaborated with internal communications teams to align activities with overarching strategies. Content Marketing Strategy • Optimized existing websites and created new blogs to reinforce the desired narrative. • Established professional profiles on reputable platforms to improve search rankings. • Leveraged partner assets to enhance Client M's visibility. Traditional and Social Media Opportunities • Identified opportunities for press releases. • Published expert op-eds and thought leadership pieces for industry publications. • Secured interview opportunities to position Client M as an industry leader. • Promoted articles to boost Google rankings and engage stakeholders. • Created and optimized social media accounts on various platforms. Highlighting Philanthropy • Developed team pages and English blogs for Client M's foundations. • Promoted philanthropic events through Eventbrite pages. Results • Cleared Google's first page of negative articles within eight months, maintaining a positive presence for the following year. • Controlled assets accounted for 45% of links on the first two Google pages. • Positive non-controlled assets doubled on the first two Google pages. • Increased recognition for Client M in English-speaking markets. • Suppressed articles falsely linking Client M to negative associations. • Established a clear, organic, and positive narrative on Google's first pages. • Created and claimed a Knowledge Panel featuring positive content about Client M.Client
Client MTags
reputation management
SEO
ORM
Energy sector
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