Elimini: Removing carbon for good

Objective

Carbon removals are critical to sustainability and reversing climate change — far more than popular carbon offsets. Yet, the market is only just beginning to develop. To successfully launch Elimini, we needed to quickly build brand awareness and at the same time build category awareness and credibility for Elimini’s carbon removals technology and solutions.

Driving demand was another challenge — with customers hesitant and waiting for the “perfect” solutions, lead times were stretching out for years. Inertia and inaction were the enemy. So, we had to create a sense of urgency, that only by acting now could enterprises meet their stakeholders' and the world’s sustainability needs.

Solution

We created urgency with our idea, “Removing carbon for good.” “For good” encapsulates the impact of Elimini’s disruptive technology — how it’s a much-needed, more effective and permanent solution that delivers broad, positive impact — in a single line. By partnering with Elimini, you are removing carbon dioxide from the air permanently to help rewind the climate crisis.

We brought this to life through punchy, appealing, easy-to-understand communications that established immediate and ubiquitous awareness, created talk value and established Elimini as the up-and-coming category leader for the here and now. We launched Elimini during NYC’s Climate Week, leveraging high-impact placements to rise above the cacophony. These were supported by always-on campaigns and a seamless omnichannel experience that leveraged cut-through assets and channels, including OOH, CTV, digital video and more.

Then, focusing on the urgency of real, practical solutions, we drove qualified audience visits to the Elimini website to fuel prospecting and used demand media tactics and ABM via 6sense intent data and orchestration.

Results

With speed, we established Elimini as a market leader in carbon removals while building a pipeline of enterprise customers ready to act. We quickly reached 95% of target accounts and engaged 26%, achieved 3x CTR benchmarks and built an active pipeline valued at $80M (straining Elimini’s capacity to deliver — a good problem!). Ultimately, a consequential new brand has been raised high and, with it, another powerful weapon in the war to forestall climate change and its devastating effects.