Star Scientific
Elevating Star Scientific’s Hydrogen Innovation
Elevating Star Scientific’s Hydrogen Innovation
Campaign objectives and targets:

Primary Communication worked with Star Scientific to create an international reputation as a leading hydrogen innovator and take them from one of many voices in the hydrogen space to a leading commentator and subject matter expert.

Designing a new website was a key pillar of this to ensure Star Scientific has a creative digital asset that reflects the innovation that exists within the company/ the innovators that they are.

Strategy and development

Primary designed and delivered an integrated strategy including mass media, social media, digital, stakeholder and other external platforms.

Primary Create was tasked with website concept development and with Primary project managing, designed an array of graphics creatively using Star Scientific’s colour palette that brought the company’s online presence to life. Clever functionality and use of video give the audience a fresh and engaging user experience.

The collaboration between Primary and Primary Create meant the creatives were informed by Primary’s communications experts who work with the client daily. This duo allows the client to be assured that the website design and PR program were in-sync/ fully aligned.

Tactics delivered

The new website was launched just days before Star Scientific took home its first ever global award, the S & P Global Energy Award. This drove huge amounts of traffic from all over the world to the website. It also gave the new website an exciting hook for Star Scientific’s investors.

Primary Create and Primary also delivered a Meet the Team video series which showcased the exceptional talent and scientific rigour at Star Scientific. Primary Create produced the videos and Primary executed delivery across all social media channels.

Results and impact
  • Star Scientific’s break-through technology was recognised in two global awards
    — S&P Global Platts Energy Awards – Energy Technology Category
    — World Hydrogen Awards – Industrial Application category
    — South by Southwest® (SXSW) Innovation Awards – New Economy category
  • The Prime Minister made a public funding announcement for new energy technology at Star Scientific’s Berkeley Vale facility in April 2021.
  • Increased share of voice resulting in over 400 articles across tier 1 energy media and business media.
  • Doubled subscribers for Star Scientific newsletter.