(Working with the JL Creative team is) fantastic. They facilitate what we need, and everything that we've asked them to do and the strategy we put in place - they've really followed to the letter.
Chris Duszanskyj - Nibe
Project Background
Client: Nibe
They are specialists in sustainable energy, particularly heat pumps.
Objective: Nibe aimed to launch a campaign that would directly address UK homeowners’ concerns about heat pumps, providing clear, informative content that could encourage consumers to consider heat pumps as a reliable and sustainable heating solution. To support this goal, we stepped in to analyse public sentiment and help reshape Nibe's content strategy to resonate with UK homeowners.
The Challenge
Heat pumps in the UK have faced considerable scepticism, particularly around issues of noise, cost, and effectiveness during colder seasons. This resistance is unique to the UK; in other European markets, such as France and Germany, heat pumps are generally viewed positively, with fewer concerns about noise and efficiency.
The Solution:
Using a data-driven approach, we transformed Nibe's understanding of UK sentiment into engaging, informative content. The strategy involved 4 key components:
1. Sentiment Analysis and Cross-European Comparison:
Our analysis highlighted stark differences in consumer concerns across countries.
In the UK, noise concerns were substantial, with 800 monthly searches on terms like “are heat pumps noisy” and “heat pump noise.” In comparison:
Germany had 210 searches on similar topics.
France and Italy combined for fewer than 50 noise-related searches. This data informed content that specifically addressed UK homeowners’ apprehensions about noise, positioning heat pumps as quieter and more effective than often perceived.
2. Keyword and Search Behaviour Research:
By analysing high-volume searches like "heat pump cost" and "heat pump grants," we identified key stages in the consumer journey and developed content that answered questions on costs, efficiency, and savings. This data was used to craft specific articles and guides that addressed common misconceptions, helping consumers make more informed decisions.
3. Cost and Efficiency Calculator:
To further ease consumer concerns, Nibe introduced a cost and efficiency calculator, enabling homeowners to estimate potential savings and environmental benefits directly. This interactive tool, featured prominently on the website, allowed consumers to visualise the long-term financial and ecological advantages of investing in heat pumps.
4. Content Creation and Consumer Journey Mapping:
With our content structured to guide consumers through each stage of their journey—from initial curiosity to purchase decisions—we ensured that Nibe’s messaging was not only informative but highly relevant at each step. This strategy allowed Nibe to position itself as a trusted resource, offering clear answers to commonly searched questions.
5. Media and Competitor Analysis:
We conducted a thorough analysis of competitor materials and UK media coverage, which showed that 60% of UK articles about heat pumps carried a negative tone, focusing on drawbacks rather than benefits. By addressing these gaps with well-researched, data-driven content, Nibe's materials stood out, providing balanced insights and addressing prevalent misconceptions in a constructive manner.
One of the chief concerns that's been highlighted to us, specifically in the UK, is noise. Google is jam-packed (with misconceptions) so addressing that has been one of the real pinnacle points of Take The Step.
Chris Duszanskyj - Nibe
Execution:
Our project unfolded in stages:
Research and Strategy Formation: Initial analysis of search behaviours and sentiment led to a strategic content framework.
Content Development and Implementation: Jess at Jello PR produced a series of data-informed articles, blog posts, and FAQs that tackled specific UK concerns. Each piece of content was optimised for SEO to capture search traffic on relevant topics.
For example, the research around noise statistics was used to secure features in the trade and some homeowner press, as well as in the "Take The Step Campaign” press release. Jess wrote articles, like “Are heat pumps noisy?” for ACR News/Heat Pumps Today.Rollout and Ongoing Optimisation: Content was deployed on Nibe’s digital platforms, with continual updates to ensure relevance and engagement.
The Results
The “Take The Step” campaign successfully amplified Nibe’s online presence and authority by leveraging a combination of SEO-optimised content and high-profile media coverage. The campaign achieved significant reach, generating 10 pieces of coverage across industry-focused publications, securing 4 valuable backlinks, and accumulating an estimated 8.3k views.
By launching the campaign we’ve learnt the necessity of producing educational assets for homeowners and finding ways to make those assets as available as possible.
Chris Duszanskyj - Nibe
The campaign gained visibility in key industry outlets, including:
• HVN News (DR: 59 and 921 estimated views)
• Installer Online (DR: 56)
• ACR Journal (DR: 55 and 659 estimated views)
• Electrical Contracting News (DR: 50, 1.31 estimated views, and 1 link)
• Electrical Times (DR: 49, 2.77k estimates views, and 1 link)
• Renewable Energy Installer (DR: 39 and 1.39k estimated views)
*DR=Domain rating (generated by Ahrefs).
Boosted Domain Authority: Links from high-DR publications can increase Nibe’s own domain authority, signalling trust and relevance to search engines.
Wider Reach: Coverage across these platforms allows Nibe’s message to reach broader audiences and exposes them to a diverse range of trade professionals and homeowners.
Enhanced Brand Credibility: By addressing common homeowner concerns with clear, evidence-based content, and features in established publications, builds trust with homeowners sceptical about heat pump adoption.
Increased Organic Traffic: The backlinks drive referral traffic directly to Nibe’s website. This directly improves search engine rankings, ensuring Nibe’s content is more discoverable to homeowners researching sustainable heating solutions.
The “Take The Step Campaign” has gained visibility through targeted press releases and blogs like “Are Heat Pumps Noisy?” that addressed specific homeowner concerns. The myth-busting blogs set a precedent for factual, transparent communication, positioning Nibe as an expert in the sustainable heating space.
...This service would definitely be invaluable to other people.
Chris Duszanskyj - Nibe
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