How do you help a company's core value proposition make sense to users who don't care about the technical stuff? You can start by drawing a simple comparison.

If you're careful, you can even avoid getting sued by one of the biggest companies on the planet. (Spoiler: We did not get sued. 👍 )

For this campaign, I created copy that focused on what happens behind-the-scenes and told a short story of its impact. By avoiding explicit, unverifiable claims about either company's product portfolio, we were able to reach users with a semi-patriotic message that showed the cumulative impact of renewable energy.

We then went through a few iterations to ensure the message was hitting the right stride, and voila — LinkedIn engagement on a weekday and a few added followers.