sonnen Case Studyy

The Objective

sonnen USA, a pioneer in residential energy storage and Virtual Power Plant (VPP) technology, sought impactful media coverage for a series of project announcements spanning Texas, Michigan and Canada. More than simply announcing new deployments, sonnen wanted to highlight the value of its partnerships and use earned media to attract new collaborators, customers and industry support. But VPPs and grid services are complex topics that can be difficult for reporters and their readers to fully grasp. The message needed to go beyond sharing company milestones and instead tell an inspiring, industry-wide story about technological innovation and the future of clean energy.

Our Approach

FischTank PR approached these announcements through the lens of sonnen’s partners, scheduling input sessions with electricity providers, solar installers and building developers to better understand the local impact and broader grid benefits. By leveraging these voices in our outreach, we were able to humanize the technology and show how VPPs create value for residents and local utilities. These partners often joined sonnen in interviews, providing industry credibility and regional context that resonated with reporters. FischTank tailored outreach to local media, national top-tier outlets, trade publications and podcasts, each with a customized pitch that aligned with their understanding of VPP concepts. At the same time, we positioned sonnen’s CEO as a thought leader in the (increasingly crowded) energy storage space by using these projects as proof points to discuss VPPs as practical, nonpartisan solutions to today’s energy challenges.

The Results

As the projects were announced, the campaigns generated significant visibility for sonnen across top-tier, trade and local media, positioning them as a driving force in North American VPP adoption. Coverage included features in Forbes and Newsweek, in-depth reporting from energy trades such as Canary Media and S&P Global, and local stories in outlets like The Houston Chronicle and CBC News. Broadcast segments and podcast interviews further expanded reach, ensuring the story was told in a variety of formats that highlighted both the community-level and industry-wide impact of these projects. Pairing thought leadership outreach with project announcements also created unique opportunities, including securing sonnen’s CEO and a project partner on a Newsweek panel during New York Climate Week. The combination of media attention and elevated thought leadership not only strengthened sonnen’s reputation but also directly resulted in multiple new business leads and partner inquiries.

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