01 — Project details
GCC is the central issuer for I-REC(E)—the rigorous renewable energy certificate recognised by leading sustainability reporting frameworks, including the Greenhouse Gas Protocol, RE100, and ISO standards.
As the dominant player in a highly technical market, GCC's marketing is often less about selling the product as explaining it.
The central crux of marketing GCC lay in education—not just about I-REC(E) but about global climate action itself.
It was essential to meet my target audience (including Governments and global corporations) where they were, creating content that resonated, built trust and created genuine value.
02 — Creative process
Brand Voice
GCC's voice needed to be clear, engaging and authoritative. Accuracy was essential to brand integrity, as was cultural sensitivity, insightful discussion and political neutrality. It was essential to include calls to action and start conversations without being 'sales-y'.
Mediums
The central focus was thought leadership marketing, so it made sense to prioritise LinkedIn over other social media channels. Blogging and case studies were also central to visibility and engagement.
Content Pillars
An in-depth content audit revealed educational, analytical content performed the best with GCC audiences. I stayed up to date with industry reports and news trends, looking for unique, insightful angles and fresh perspectives.
Topical v Evergreen
When it came to posting frequency, the brand demanded quality over quality. This meant posting less but taking the time to create in-depth, unique and highly researched content. At the same time, it was essential to be present and comment on certain key moments in the climate action calendar, such as COP30 when I ensured posts were quicker and more reactive.
03 — Results
From January to December 2025, LinkedIn engagement increased by over 20%, website visits increased by over 10%. I wrote the highest performing blogpost of 2025.
+20%
LinkedIn Engagement
+10%
Monthly Website Visits
2025 top performer
Top performing blogpost of 2025.
“
Julia is a pleasure to work with and is extremely talented...We’ve worked on various projects together, from content creation, ideation and planning, copywriting, and proofreading, and every time Julia was involved, I knew I could be confident that the work we were producing would be strong. Her writing and attention to detail are fantastic.
— Ryan Kirk, Social Media Manager, GCC
