Launching a Platform for Women and Electric Mobility

We saw the data and recognised a significant gap in the automotive industry. The No Driver Left Behind: Women and the journey to electric report, written by Erin Baker, saw that women influence the majority of car-buying decisions, yet 70% do not trust car dealerships and women weren’t purchasing EVs as often as men.

At the same time, women have more financial independence and purchasing power than ever before and have a critical role to play in the adoption of electric vehicles and other net-zero technologies.

We believed the industry needed a new approach.

So we set out to launch She's Electric - a new platform designed to empower women with the knowledge, confidence and experiences needed to make informed decisions about electric mobility and sustainable living.

The challenge was ambitious. Create a completely new brand, build an audience from scratch and launch a national event series with Genesis simultaneously. Genesis wasn't just our launch partner - they were instrumental in bringing She’s Electric to life. With the support and vision of Head of Marketing Jade-Elise Taylor, we were able to build the platform from the ground up and establish the foundations for the community that continues to grow today.

And we did… we launched She's Electric through a series of six consecutive weekend premium lifestyle events hosted in aspirational venues across the UK - creating spaces where women genuinely wanted to spend their time.

Brand & Platform Launch

Created the She's Electric brand, including identity, messaging, visual assets, animations and positioning
Developed the platform strategy and audience proposition
Designed and built the website
Established social media channels and communications infrastructure

Guest Acquisition & Community Building

Delivered a national multi-channel guest acquisition campaign across organic social, paid Meta, website, newsletter channels and PR
Created toolkits and targeted outreach to attract a high-quality, relevant audience
Managed a full concierge-style guest experience, including applications, registration, email communications and phone support
Gathered valuable audience insight and data, laying the foundations for a highly engaged community

The Experience

Curated engaging lifestyle-led programmes featuring panels and fireside conversations, hosted by former Glamour editor Jo Elvin, automotive expert Erin Baker and presenter Katy Hill
Created hands-on electric driving experiences across the Genesis range
Brought together and managed many speakers, lifestyle brands, suppliers and industry partners to create a rich and memorable experience across Buckinghamshire, Warwickshire, Gloucestershire, Hampshire, Hampshire and Yorkshire
Included unique elements such as shopping sustainable and luxury brands, portrait sessions, manicurist, tarot card reader and afternoon tea

Content & Amplification

Captured high-quality photography and video content at the launch event to support promotion for the remaining events in the series
Built an influencer and advocate network to extend reach and awareness, including amplification through Jo Elvin (97.3k), Donna Ida (65.6k), Donna Ida Denim (54.9k), Katy Hill (43.9k), Shini Park (231k), Abbie Dewhurst (40.7k), Their Nibs (103k), The Jazzy Golfer (64.8k) and many others

Successfully launched both the She's Electric brand and national event series at pace with 94% saying they would recommend She's Electric to friends and family and would attend another event themselves
Built the foundations of a highly engaged community through audience insight, data collection and ongoing communications
Generated extensive media coverage with 30 articles across titles including Metro, Business Mondays, Environmental Journal, Goodwood, Yorkshire Times and Electric Drives
Achieved an audience reach of 16.8 million and generated 140,000+ estimated content views
Established She's Electric as a credible and trusted platform connecting women with electric mobility, sustainable living and future-focused innovation in a new way - whilst supporting the transition to net zero