Sustentator From blog to market leader and acquisition.
ASK: define the strategy, brand identity and digital presence of an environmental start-up.
OBJECTIVE: going from niche to mass:. To transform a hungry blog into the leading sustainability brand in the Spanish-speaking world.
INSIGHT: the environmentally passionate were already onboard. To acquire scale, Sustentator had to recruit the 99% who were turning a deaf ear to the depressing news of melting ice caps and climate change.
SOLUTION: first re-positioning Sustentator as the Pragmatic Optimistic: when speaking of commuting by bike for example, we went from talking carbon footprint to calories lost and money saved instead. Then we designed the brand identity, with a clear brand architecture: the Sustentator master brand on top, supported by distinct B2B and B2C business units, each with its own branding and online presence.
- Daily social media engagement grew from 5K to over 2M
- In 2019 the brand was acquired by YPF, one of the largest energy companies of the southern hemisphere
- Today Sustentator holds annual conferences, provides solar energy solutions to an ever-growing number of farms households, businesses and LifeGuard stations along the Atlantic coast