The Challenge

The U.S. is home to several battery recycling companies with hundreds of millions of dollars and big names backing their technologies. Most were jockeying to be the first to produce pCAM in the U.S., and several made splashy announcements about making the achievement in one or two years’ time. As a  new market entrant based in Singapore, Green Li-ion was virtually anonymous despite being years ahead in the race to produce pCAM from battery waste and used battery materials.

Green Li-ion needed help standing out in a crowded media landscape among better-known names with high-profile investors.

To achieve that and other goals, Green Li-ion aimed to distill its technical process and differentiators into new messages that were accessible to journalists and non-technical audiences.

The Solution

Redwood started by simplifying Green Li-ion’s messaging and training spokespeople to speak in accessible terms about battery recycling and the company’s technology. With clear and compelling messaging and trained spokespeople at the ready, the Redwood team began to introduce Green Li-ion to U.S. media and pitch news of important company milestones.

While building up media wins for Green Li-ion, Redwood also worked to elevate CEO Leon Farrant’s profile and polish the company’s image. The team submitted Leon for speaking engagements at industry conferences, set up interviews with analysts at consequential firms such as BloombergNEF, and updated website copy. 

By the time Green Li-ion was ready to announce the activation of their Atoka, Oklahoma recycling system they had a solid foundation of media mentions, several in-depth articles about the company, and a CEO with an established U.S. presence.