DRAX / Elimini

Our work on Elimini saw an $80M active pipeline, 95% target account reach, and 3x benchmark CTR performance – establishing market leadership in an emerging category while the clock ticks on climate action.

The Momentum Challenge

DRAX faced a category creation challenge. Carbon removals represent the future of climate action – far more impactful than popular offset solutions. So, they created Elimini. But the market barely existed, customers were hesitant, and lead times stretched for years as enterprises waited for ‘perfect' solutions. 

The task was twofold: build brand awareness for an unknown company while simultaneously creating category awareness for carbon removal technology. Meanwhile, inaction was the enemy – every delay meant falling further behind climate commitments and stakeholder expectations.

The Joined-up Solution

Rather than launching with typical B2B tactics, we assembled our data intelligence, cultural insight, brand strategy, and demand generation specialists to create both urgency and category leadership from day one.

We created urgency with “Removing carbon for good". This double-meaning captured both the permanence of Elimini's technology and the positive impact for the planet – transforming complex climate science into a simple, compelling promise that resonated across all stakeholders.

Instead of waiting for market readiness, we positioned Elimini as the practical solution for enterprises who needed to act now. We leveraged high-impact moments like NYC Climate Week to rise above the noise and establish immediate market presence. 

Integrated execution across every touchpoint: 

• Brand Strategy & Creative: Clear, compelling messaging that made carbon removal accessible and urgent 
• Media Strategy: High-impact placements during key climate moments supported by always-on campaigns 
• Experience Design: Seamless omnichannel journey from awareness through to enterprise sales conversations 
• Performance & ABM: 6sense intent data and orchestration to identify and engage qualified prospects at precisely the right moment

The Momentum Delivered

Rapid category leadership in an emerging market: 

• $80M active pipeline built, straining Elimini's delivery capacity
• 95% of target accounts reached with precision targeting 
• 26% engagement rate from qualified enterprise prospects 
• 3x benchmark performance on click-through rates across channels 

Brand establishment beyond expectations: 

• Market leadership position established in carbon removals category 
• Category awareness created for carbon removal technology 
• Enterprise credibility built among sustainability decision-makers 
• Scalable demand engine delivered for continued growth 

The result was both speed and impact – combining data-driven targeting, cultural moment strategy, brand building, and precision demand generation to create unstoppable market momentum for Elimini while advancing the fight against climate change.