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

Discover how Neste, once an unfamiliar name in North America, became a recognized leader in sustainability through strategic storytelling, smart partnerships, and innovative digital campaigns.

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.

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Awards

Neste-program

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

Multi-Channel Programs in Action

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.

Total Impact

Through a cohesive multi-channel approach, Neste elevated its brand visibility and became recognized as a corporate leader in sustainability.

84M

National Media Impressions

64

Relationships Established

7

Industry Leading Awards

25%

Increase in X (Twitter) followers

30%

Growth in LinkedIn followers

217K

Impressions

from Customer stories driving 6 top-tier earned media articles

4.6M

Impressions

generated through a geo-fencing campaign advancing low-carbon fuels

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