Erik Mashkilleyson

Work / Case study

Wärtsilä Energy

Giving the energy transition a point of view.

We structured Wärtsilä Insights around four energy transition themes and a campaign-led way to develop each one.

Content strategy · Thought leadership model · 2022–2023

Client
Wärtsilä Energy
Project
Content strategy and thought leadership, Wärtsilä Insights
Year
2022–2023
Sector
Energy
My role
Content strategy and thought leadership
Themes
Sustainability, Future systems, Technology
Sheet
32
Fig. 01
Isometric infographic showing wind and solar power feeding electrolysis and Power-to-X plants, with fuels flowing to power plants, planes, cars and ships and CO2 captured back from the air.
Decarbonising with future fuels. An explainer visual for the Decarbonisation theme that follows renewable electricity through electrolysis and Power-to-X into synthetic fuels for power plants and transport.

Wärtsilä Energy wanted to strengthen its role as a thought leader and develop Wärtsilä Insights into a more influential platform for conversations about the future of energy.

01 Strategy

Four themes for the future of energy

At Avidly, I worked on developing the content strategy and thought leadership model. We structured the editorial work around clear strategic themes including Energy Equity, Decarbonisation, Optimised Energy Transition and Power System Optimisation.

Three development streams were agreed with the client in autumn 2022. Each one feeds a campaign-led approach built around a single theme.

More genuine thought leadership. Distinct themes. Thought leaders involved in the process.
More visual and versatile storytelling. Graphic elements and hero images for each theme. Templates for social media.
Wider reach and new audiences. Theme landing pages. Newsletter. Paid social and native.

→ A content campaign approach for each theme

02 Scope

From expert knowledge to an editorial pipeline

My work covered topic and theme development, turning expert knowledge into editorial ideas, content pipeline planning, briefs, content formats, performance analysis, distribution and promotion.

Fig. 02
Flow chart of the thought leadership working model, from an annual theme workshop through quarterly input to four theme kickoffs, content plans and visual design.
The proposed working model. An annual workshop sets the themes and theme champions, area leadership adds input four times a year, and each theme gets its own kickoff, content plan and visual design.

03 Ideation

A mind map for every theme

We tested a mind map as an ideation tool for theme kickoffs, starting with Energy Equity. Each proposed topic was described by relevance, target group, regional angle, format and need for richer visual treatment.

Fig. 03
A large mind map of topics branching out from Energy Equity, with notes on each branch.
Mind map for the Energy Equity theme. We tested it as an ideation tool for theme kickoffs, with each proposed topic described by relevance, target group, regional angle, format and need for richer visual treatment.

04 Campaign approach

Themes that travel across formats

We also developed a campaign-led approach around key themes, combining expert perspectives, stronger visual storytelling and multiple content formats. The aim was to increase the visibility of Wärtsilä's expertise, reach new audiences and create meaningful conversations around the major questions shaping the global energy transition.

Fig. 04
Animated data visual for an article on the US Inflation Reduction Act of 2022. One key figure, built for the article and for social media.

Selected artefacts

Fig. 05
A long article page about the Inflation Reduction Act with a green graphic hero and data visuals between sections.
Article layout with a graphic hero and data visuals between sections, applying the brand guidelines flexibly.
Fig. 06
A tall landing page for Energy Equity with video, articles, an interview, a project map and contact persons.
Landing page concept for the Energy Equity theme. One page brings together a video message from the VP of Africa and Europe, links to COP27 and SDG7, expert articles, a futurist interview, a project map and the contact persons for the theme.
01What we created
  • Content strategy
  • Thought leadership model
  • Content concepts
  • Thematic planning
  • Editorial development
02My role

I worked on Wärtsilä Energy's content strategy and thought leadership model at Avidly.

03Themes
  • Energy Equity
  • Decarbonisation
  • Optimised Energy Transition
  • Power System Optimisation