CASE STUDIES

How Neste Transformed From an Unknown Brand to a Recognized Sustainability Leader

CLIENTS

Neste

Job

Breaking Through in a Crowded Market: 

Neste set out with a significant challenge: to shift from being an unknown brand to a recognized leader in renewable fuels and sustainability innovation in North America. Traditional product promotion wasn’t enough. Neste needed to tell a bigger story—one that would highlight its transformation, showcase its people, and build credibility with stakeholders, customers, policy-makers, and the media.

Objectives

The Breakout Strategy: How Neste Built Awareness and Recognition

To elevate the brand, Neste and its partners expanded beyond product-centric communications to a holistic storytelling approach. The program integrated multiple touchpoints, including customer testimonials, strategic partnerships, public sector outreach, award submissions, and media engagement.

Key elements included:

• Public Sector Outreach: Engaging policy-makers directly in cost-effective, creative ways
• Partnership Spotlights: Turning collaborations with cities and airports into compelling proof points
• Award Submissions: Leveraging storytelling to gain recognition from top innovation awards
• Media Relationship Building: Positioning leaders and employees as sustainability pioneers
• Customer Testimonials: Sharing authentic stories to make the brand relatable
• Social Media Storytelling: Showcasing people, milestones, and impact across digital platforms

Activities

Public Sector Connection

Neste reached legislators where they were most accessible, Baltimore/Washington airport, through a geo-fenced digital campaign that delivered Sustainable Aviation Fuel (SAF) blended tax credit messaging directly to their phones in real time. This was reinforced with an organic partner toolkit that included content, messaging, and social posts to spark conversations and amplify reach.

Successful Partnership Spotlights

By showcasing partnerships with the City of Oakland and San Francisco International Airport, Neste created visually compelling case studies that brought its circular economy initiatives to life. These digestible visuals illustrated measurable results and demonstrated the practical benefits of renewable fuel solutions.

Strategic Award Submissions

Neste transformed its strongest partnership stories into persuasive, visually engaging award entries. The case studies highlighted pipeline initiatives and circular economy achievements in ways that captured judges’ attention and underscored the company’s innovative leadership.

Smart Media Relationship Building + Spotlighting People

To position itself as an industry pioneer, Neste invested in building meaningful journalist relationships and securing leadership visibility. The company emphasized its transformation story from oil company to renewable fuels leader, while spotlighting employees through campaigns like Women Fighting Climate Change.

Results