Supercharging Indra’s brand awareness to plug drivers into EV charging

Intro

Indra Renewable Technologies is a pioneering smart electric vehicle home charging manufacturer. The business tasked Leopard Co with developing a communications strategy to build awareness of its offer, generate sales and create lifelong customers.

When Leopard Co first started working with Indra in 2021, just 11.6% of the UK’s new car registrations were battery electric vehicles. This meant the communications strategy had to do more than promote home EV chargers, it needed to educate audiences, build trust and help persuade non-EV drivers to change habits of a lifetime.

Across almost half a decade, Leopard Co has supported Indra with a 360° communications strategy spanning PR, digital marketing, paid social, PPC, SEO, organic social, creative campaigns and award entries.

Challenge

Indra needed to drive awareness of, and sales for, its home EV charging solutions. As a smart EV charger and energy technology company, the business also needed to communicate complex technology in a simple, memorable and commercially useful way.

The challenge was twofold.

First, Indra needed a long-term communications strategy that could engage several distinct audiences: EV drivers, installers and fleet managers. Each audience had different motivations, knowledge levels and barriers, so the messaging needed to be tailored across B2C and B2B channels.

Second, Indra needed campaign activity that could introduce the brand and product benefits quickly, capture attention and persuade people to act, including requesting a home survey for an EV charger.

Solution

Across four years, Leopard Co continually adapted its tactics to fit Indra’s evolving business objectives, underpinned by a 360° communications strategy centred on education, leadership and trust.

360° communications strategy

Leopard Co targeted Indra’s core audiences, EV drivers, installers and fleet managers, with tailored stories and messaging across multiple channels.

The strategy focused on:

• Leveraging topical events such as the UN Climate Change Conference, energy price hikes and the cost-of-living crisis to position Indra as a thought leader through national and trade coverage

• Humanising the Indra brand with engaging, jargon-busting content tailored for different B2B and B2C social platforms 

• Building awareness of Indra’s EV charging offer and driving sales through multi-audience paid social and PPC campaigns

• Creating high-volume, low-difficulty keyword-targeting content to reach customers throughout the purchasing funnel

PR and thought leadership

Leopard Co positioned Indra as a trusted voice in the EV charging sector by connecting its expertise to topical events and issues, including COP26, energy price rises and wider conversations around the cost of living. This helped secure coverage across national, automotive, technology, home and property, and trade titles. 

This PR activity supported Indra’s broader brand awareness goals while helping the business communicate its role in the UK’s transition to electric vehicles.

Social media and content

Leopard Co created engaging, jargon-busting content for Facebook, Instagram, LinkedIn and X. The content was designed to showcase Indra’s products, simplify technical topics, humanise the brand and support employee advocacy on LinkedIn.

Across all channels, Leopard Co’s Studio team developed bespoke creative treatments including infographics, animated graphics and video content to simplify complex topics and build brand salience in an engaging way. 

SEO, paid social and PPC

The digital marketing strategy used high-volume, low-difficulty keyword targeting to guide tailored content and reach customers throughout the purchasing funnel. 

Paid social and search activity was used to build awareness of Indra’s EV charging offer and drive sales through multi-audience campaigns, including activity targeting new EV drivers and retargeting users who had previously visited the website. 

“Made for Modern Life” campaign

Beyond the always-on activity, Leopard Co was also awarded additional projects, including distinctive paid media campaigns. One of these was the “Made for Modern Life” campaign. 

Leopard Co developed multiple creative concepts for Indra, with the selected route focusing on the line “Made for Modern Life”. The concept aligned closely with Indra’s brand guidelines while showcasing the durability of its chargers against everyday challenges.

Following concept approval, Leopard Co produced creative assets across paid social, display advertising and YouTube ads, then managed media buying, planning and scheduling. 

The messaging approach targeted different stages of the funnel, moving from emotional awareness campaigns to more rational, conversion-focused content for Indra’s Smart LUX charger. Leopard Co combined behavioural science insights, including affect heuristics, anchoring and social proof, with emotional copy that translated technical specifications into relatable everyday benefits.

This helped show how Indra’s charging solutions could fit naturally into modern life, from durability around family homes to weather resistance in Britain’s unpredictable climate. 

Award entries

To further raise Indra’s brand awareness among B2B audiences and strengthen its thought leadership positioning, Leopard Co drafted bespoke entries for industry-recognised awards. Over four years, Indra has been shortlisted for 17 awards and won eight. 

Impact

Leopard Co’s 360° communications strategy helped raise brand awareness among new EV drivers, installers and fleet managers, driving short-term sales while developing a loyal audience for long-term activation through engaging content and thought leadership.

The long-term programme delivered:

• A 351% increase in Instagram followers

• A 285% increase in LinkedIn followers 

• Above-industry-standard engagement rates, including highs of 25.6% on Facebook

• A 300% increase in monthly website visitors

• Number one ranking on search engine results pages for “Smart EV Charger”

• Eight industry-recognised award wins in four years, including the Mobility Awards and the EVIEs

The “Made for Modern Life” campaign also delivered strong paid media results:

• 69% more leads from paid social users

• 8.04% Meta ad click-through rate, compared with the stated industry average of 1.10%

• More than 12,250 clicks at a cost-per-click of 21p

• 123% more users visiting the website from YouTube campaigns

• 117% more users visiting the website from Meta campaigns

• Display advertising delivered high-quality leads from sites including MSN, The Daily Record and The Pink Un