At the start of 2024, Drax Energy Solutions had a confident ambition: to establish itself as a key player in EV charging conversation; growing the authority of its experts, and reaching new target decision-makers.

The challenge? Standing out in a market where competition was already rife.

That’s where we came in. With a data-led digital PR approach. Our strategic approach turned insights into headlines—securing high-impact media placements that elevated the brand and reached key decision-makers.

The brief

Having previously collaborated with the brand on promoting its energy proposition, our 2024 goal was to help Drax spotlight their new EV proposition from the ground up; establishing the profiles of the department experts, and educating a fleet manager focused audience about the core services.

Already knowing he brand so well we could hit the ground running. We aimed to build awareness of Drax Energy Solutions via brand stories that delivered on key messages in earned media, as well as position Drax’s spokespersons as thought leaders.

Creativity & execution

Every brand – especially when they’re entering a market space - wants supercharged earned media coverage. But in a world where journalists are bombarded with pitches, standing out isn’t just a challenge—it’s an art. The secret? Data storytelling.

At its core, data storytelling is about showing change and difference—whether across time, geography, or demographics. The best data-led PR stories aren’t just numbers on a page; they provide context, spark conversations, and feel culturally relevant.

Here’s our three-part formula:

Tap into Pop-Culture moments
This is the topical hook that makes your story relevant. From the Spring Budget to the Met Gala, predictable holidays to UK policy changes—these popular culture moments dominate media conversations.
Align with brand topics
Great PR stories sit at the intersection of a brand’s core themes and trending conversations. We find interesting (and sometimes niche) brand topics and keywords to uncover new spaces where our clients can be part of the discussion.
Investigate the data
Data is everywhere, and much of it is free. We use open data sources like Google Trends, ONS reports, and YouGov surveys alongside proprietary client data to extract insights into compelling headlines.

Once we have these elements, we fuse them together in an unexpected way – we call it creative force-fitting. Sometimes, it’s a straightforward data analysis. Other times, it’s about making clever connections.

Our data story process

How we used this approach for
Drax Energy Solutions

DATA STORY 1. A FOI request on Public Charge Point Regulations

The pop-culture moment: November deadline for Public Charge Point Regulations.

The brand topic: EV charging infrastructure remains a major industry talking point, and regulation compliance is a growing concern. Checking in on the progress of the Public Charge Point Regulations built Drax into these conversations.

The open data: We submitted Freedom of Information (FOI) requests to 210 local councils across Great Britain, requesting insights into their compliance with the UK’s Public Charge Point Regulations 2023. - This was no mean feat!

The results:

34 pieces of coverage across top-tier national and regional outlets, including Metro, The Independent, Evening Standard, Daily Express, and Transport + Energy.

1.67M estimated coverage views.

Positioned Drax EV spokespeople as industry thought leaders.

DATA STORY 2. Using Booking.com data analysis to look at EV charging at UK hotels

The pop-culture moment: UK summer holidays

The brand topic: Hospitality is one of the brand’s target sales sectors. Travelers expect convenience—and that includes EV charging. But how many UK hotels offer EV charging?
We set out to find the answer and boost Drax EV in destination charging conversations.

The open data: We analysed over 15,000 hotels across 74 UK cities using booking.com data to uncover gaps in EV charging availability.

The results:

13 pieces of coverage in hospitality, motoring, and national news sites

783K estimated coverage views

Started an industry conversations on LinkedIn about the need for improved charging infrastructure at travel destinations

All cities

Major cities

DATA STORY 3: Zap-Map data analysis: EV charging at UK holiday parks

Zap-Map data analysis: EV charging at UK holiday parks

The pop-culture moment: October half-term holidays

The brand topic: Destination charging is a growing concern for EV drivers. We saw an opportunity to highlight the best and worst-performing holiday parks—and gain mass media appeal by collaborating with a big name.

Execution: Using Zap-Map data, we analysed EV charger availability at Which? top-rated holiday parks. This gave us a plethora of regional story angles. When Center Parcs took the top spot, we reached out to collaborate with them and share a quote from their Director of Sustainability.

The results:

7 pieces of coverage in regional titles and trade media

601K estimated coverage views

Reached a new audience of holiday park operators and decision-makers

Bonus – Center Parcs shared with over 26K followers on LinkedIn.

Results & impact

This strategy wasn’t just about volume of coverage but about sparking meaningful conversations that positioned Drax Energy Solutions as a leader in the space. By aligning cultural moments with data-driven insights, we delivered impressive results that exceeded our annual PR targets:

128 pieces of coverage (28% increase on annual target)

3.9M estimated coverage views (95% increase on annual target)

24% share of voice among competitors (2% increase from 2023)

In a highly competitive market where major players dominate the conversation, even a small shift in Share of Voice (SoV) is a big win.
A 2% increase now means Drax is taking up more space in industry discussions, outpacing 3 out of 4 competitors and gaining greater visibility among key decision-makers.

Given that SoV is often influenced by unpredictable factors like market disruptions, new product launches, or shifting media agendas, sustained growth signals a strong, consistent presence.
It can be a tough cookie to crack; that’s where we can help with a long-term fame Digital PR approach.

Share of Voice growth from
2023 to 2024

Our key takeouts in a nutshell:

Data stories create impact. Journalists crave original data, and we give them something worth publishing by uncovering new data insights.
Targeted content gets picked up. Each story was crafted for specific media verticals, ensuring maximum relevance and coverage.
Strategic partnerships boost reach. Collaborating with household-known brands like Center Parcs added credibility and media appeal.

Client: Drax Energy Solutions

A data-driven PR strategy

24%

share of voice

3.9m

estimated coverage views

128

pieces of coverage

The brief