Electric vehicles (EVs) are edging toward the mainstream—yet broad adoption is hindered by consumers’ charging concerns. EVgo, the country’s largest public network for EV charging, wanted to evolve the narrative from “range anxiety” to “range confidence”—and use earned media to reach consumers, vehicle manufacturers and potential site hosts. EVgo engaged Inkhouse to develop proactive media campaigns to bolster its regular cadence of news announcements.
When EVgo engaged Inkhouse, the company was in the final stages of negotiating a major announcement with General Motors. Inkhouse used the first month of the engagement to develop a thought-leadership platform for CEO Cathy Zoi to articulate her vision for EV infrastructure, with two goals: generating standalone coverage in advance of the announcement, and providing greater context for reporters when they covered the news. At the same time, Inkhouse embedded a team member within the GM media relations organization to support the announcement.
Within the first 45 days:
- “Get-to-know-you” briefings for Zoi with a dozen business and technology publications
- As a “bonding hit,” a Bloomberg Businessweek Q&A with Zoi touching on her vision, the potential for stimulus funds and COVID 19’s effect on electrification.
- On the heels of this profile, EVgo’s GM partnership resulted in 90 total stories generating more than 1.3 billion media impressions.
