24M Logo 24M Logo

From Stealth to Spotlight

Skyrocketed Icon
Awareness Skyrocketed
Earned Media Icon
Extensive Earned Media Coverage
Partnership Icon
Powerful Partnership Inquiries
Awards Icon
Numerous Industry Awards

The Challenge:

  • Energy storage company 24M Technologies had flown under the radar while developing its revolutionary new battery cell
  • It was ready to launch and emerge from stealth in a high-profile way to accelerate adoption of its affordable energy storage solution

Tier One’s Approach:

  • Educate the market on semisolid lithium-ion, articulating its differences and advantages via earned media
  • Craft compelling dual message storyline — 24M reinventing both the cell and manufacturing process
  • Establish credibility through prelaunch reveals with industry analysts/influencers
  • Implement “upfront” strategy; offer select pre-briefings with highly influential journalists
  • Fuel awareness through social media and visuals

The Outcome:

  • Company awareness skyrocketed, including Bill Gates sharing coverage of company on social media
  • Extensive business and trade earned media coverage drove powerful partnership inquiries
  • Numerous industry awards and honors including:
    • 2016 IHS CERA Week Energy Innovation Pioneer
    • 2016 Bloomberg New Energy Pioneer Award
    • 2016 WEF Technology Pioneer
    • 2016 MIT "Technology Review" 50 Smartest Companies

Additional Case Studies

Ally | The Mission Is in the Name

Earned media and content marketing programs that built brand awareness for Ally as a digital financial services leader. Challenged traditional banking narratives by promoting the brand’s distinctive non-bank voice to create genuine connections and engagement with customers.


Collibra | From Software Unknown to Unicorn

Thought leadership program that established the company as a recognized leader in data governance software. Collibra’s competitive share of voice skyrocketed, which effectively supported the company’s aggressive growth strategy.