Building trust
before scale.
Hydrogenera needed to establish credibility in a complex, technical market. The challenge was not demand generation. It was credibility in a market where trust is earned slowly and mistakes are costly.
- Client
- Hydrogenera
- Category
- Climate Tech
- Focus
- Strategy, Content, Growth
Growth Engine
Full-funnel demand programme built to establish credibility and support the IPO.
The Challenge
When I started working with Hydrogenera, their engineering was world-class, but their digital footprint was non-existent. There was no active strategy, no audience, and no historical data. We weren’t optimising an existing engine; we were building one from zero.
In a sector defined by long sales cycles and high trust, invisibility is a liability. To support their upcoming IPO, Hydrogenera needed to rapidly establish itself as a credible European technology leader, validating their valuation before the market started watching.
The Approach
This work focused on launching Hydrogenera’s brand in the market through digital. Not as promotion, but as infrastructure for trust and growth.
I aimed to turn Hydrogenera’s expertise into genuine authority. That meant creating a complete digital foundation that could grow strategically, creatively, and sustainably.
Build trust before scale.
We excluded broad reach campaigns. We focused purely on credibility markers to prove the technology.
Educate > Selling.
We excluded sales-led copy. Content translated complex systems into narratives investors could understand.
Validate, don't inflate.
We excluded vanity metrics. Paid media was used strictly to capture intent and test messaging resonance.
The Work
Building a trusted community
Grew LinkedIn from zero to +4000 followers, turning a silent brand into a central hub for industry dialogue, partners, and investors.
Market education through content
Translated complex engineering into executive-ready narratives, enabling stakeholders and investors to clearly understand the technology's value.
Demand validation via paid media
Used precise, modest-budget campaigns to capture intent and validate market interest without wasting spend on broad awareness.
The Results
Credibility compounds. These results were achieved by focusing on long-term trust rather than short-term hype.
The Outcome
What began as a marketing foundation evolved into a complete digital transformation. The company’s online presence now accurately reflects its real-world innovation.
By the time of Hydrogenera’s IPO in June 2025, the company had a clear market narrative and the consistent visibility expected of a public company.
Build trust before you scale.
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