INTEGRATED MARKETING
STRATEGIES & EXECUTION
FOR A CLEAN WATER COMPANY TO ACHIEVE GLOBAL SUSTAINABILITY GOALS

Background SurfCleaner Mobile Background SurfCleaner

Customer Profile:

Name: SurfCleaner AB
Industry: Cleantech
Website: https://surfcleaner.com/
Offering:
Skimmer Separator Hybrid devices that completely remove, separate and recover surface floating pollutants like oil, microplastics, sludge, debris and more.
Target markets:
Scandinavia, Europe, North America and the Middle East
Target audience:
Environmental officers, process managers and decision makers at wastewater treatment plants and industrial facilities, coast guards, environmental safety technicians at refineries and oil ports.

Background

SurfCleaner’s mission is to increase access to cleaner water; reduce greenhouse gases and carbon emissions around the world; and collect contaminants and waste from the water’s surface, so they can be recycled, re-used, and re-enter the circular economy.

Based in Sweden, this innovative company applied the principle of how the human heart pumps blood to create a unique device for cleaning polluted water. SurfCleaner Skimmer Separator Hybrids achieve 100% separation and recovery of floating contaminants like oil, sludge and microplastics from water bodies. SurfCleaner devices are used by industries, municipalities, and water authorities to effectively clean up oil spills and remove pollutants, while greatly reducing CO2 and VOC emissions. SurfCleaner devices return clean water to the system for resource conservation and environmental sustainability.

SurfCleaner is supported by EIT InnoEnergy through Boostaway, a program for scale-up cleantech organizations expanding into new markets. In Sweden, SurfCleaner Skimmer Separator Hybrids have been in operation since 2001.

Christina Lundbäck founder of SurfCleaner is pictured with one of the company’s skimmer separator hybrids. Orange Bird helped SurfCleaner communicate their solutions to a global audience through integrated marketing campaigns.

Cleantech Marketing Challenge

When SurfCleaner embarked on a global expansion initiative, they enlisted the help of Orange Bird for SEO, company website maintenance and marketing communications. Orange Bird is a green marketing agency which specializes in supporting cleantech firms and other organizations with a vision for sustainability. The goal for the project was to increase SurfCleaner’s brand awareness in new and existing markets and to generate new leads for the clean water solutions provided by SurfCleaner.

How Orange Bird helped

The team at Orange Bird Sustainability Marketing Agency was excited to get to work helping SurfCleaner share their clean water solutions with a global audience. Orange Bird provided SurfCleaner with a wide range of marketing services that included: market research; a website overhaul that encompassed design, development, migration, and maintenance; SEO and PR services; and digital advertising for brand awareness and lead generation.

Orange Bird redesigned and optimised the SurfCleaner website for a better user experience and improved search engine ranking.
This drop of water, encompassing Orange Bird’s marketing services which have been activated for SurfCleaner, symbolises the goal we are aiming at together: clean water for the sustainable future.

Market Research. To start with, Orange Bird researched and defined the Buyer Personas who could benefit the most from SurfCleaner’s solutions. These Buyer Personas form the basis for where and how to connect with individuals and organizations in order to create mutually beneficial partnerships.

Search Engine Optimisation (SEO). In order to ensure that prospective customers would find information about SurfCleaner, Orange Bird revamped the website for optimal speed, load times, and technical performance, as well as did SEO optimisation for improved SERP rankings on the keywords related to SurfCleaner’s business and solutions.

Link Building. Orange Bird helped SurfCleaner analyse, recommend and build authoritative backlinks to the SurfCleaner website to improve rankings and user experience.

Content Development. Orange Bird’s cleantech copywriters researched and have been delivering thoughtful content pieces for various outlets including the SurfCleaner website, Knowledge Base and social media channels. These pieces of content have been carefully crafted to explore topics which are relevant to SurfCleaner’s desired target audience and its unique value proposition.

Digital Advertising. Before starting with advertising, Orange Bird worked on a Lead Journey Map to make sure that we thoughtfully work with leads at every stage of their journey and ensure the most helpful touchpoints and interactions for the leads. Further we launched and optimised various digital advertising campaigns for SurfCleaner on Google Search, Google Display, YouTube and LinkedIn platforms. Audience targeting, A/B testing, keyword research, conversion and bidding strategies optimisation were employed to achieve successful results.



Public Relations (PR). SurfCleaner’s vision for sustainability, innovative technology and efficient solutions promised to be a newsworthy combination. Orange Bird helped SurfCleaner create an important press release regarding a new distributor partnership, then did media research and developed a targeted media list for the press release distribution. This press release provided important visibility for SurfCleaner and its mission.

Website Redesign. Orange Bird launched a new website for www.surfcleaner.com in the autumn of 2021. The redesigned site is optimised for speed and accessibility, while providing visitors with a more helpful experience. Orange Bird was responsible for design, development and migration. The Orange Bird team collaborated with SurfCleaner’s team to develop the content.

Marketing Campaign Results

Orange Bird’s knowledge of the cleantech landscape proved to be an important asset for SurfCleaner, enabling them to broaden their reach to a global audience. Here are a few noteworthy performance metrics.



  1. The number of the website visitors has grown by staggering 954.3% (September 2020 compared to September 2021)

  2. The initial LinkedIn campaigns Orange Bird created to promote SurfCleaner’s oil spill response technology brought 312 conversions in the first 6 months.
  3. Referral, Social and Display traffic increased measurably:

  4. Website Page Loading Time was cut in half.
  5. Over a period of eight months, backlinks to the SurfCleaner website more than doubled.
  6. The company profile was submitted to multiple business and PR directories to boost SurfCleaner’s online presence.
  7. Orange Bird prepared numerous articles and social media posts on water contamination, wastewater, oil spills and other issues to highlight how SurfCleaner is uniquely positioned to help the world with its innovative solutions.

“When searching for a sustainability marketing agency, Orange Bird’s expertise and environmental awareness were a major factor in our decision-making. As a Sweden-based cleantech firm, we were eager to work with marketers who understood our target market and could assist us in reaching a global audience, and Orange Bird has certainly delivered.

Having researched our market, developed Buyer Personas and re-designed and optimised our website, the agency ensured we were primed for success. Subsequent brand awareness and lead generation campaigns have delivered impressive results, with ongoing cleantech PR, digital outreach and SMM raising our profile within the industry.

Orange Bird’s knowledge and experience have enabled us to achieve our objectives, while the team’s commitment to understanding the more complex technical aspects of our product highlights their professionalism and enthusiasm.

After working with other marketing agencies in the past, we’re confident that Orange Bird goes over and above to deliver outstanding climate tech marketing services in a cost-effective and measurable way. Their actions are always results-driven, campaigns are consistently monitored, and real-time project updates are available via shared platforms, which makes it easy for us to collaborate. We’re delighted to be working with the Orange Bird team and strongly endorse the agency’s innovative and effective cleantech marketing services.”

Roger Eriksson,

Head of Marketing, SurfCleaner

Next Steps

Learn about how your organisation can partner with Orange Bird to successfully communicate your vision to potential customers. We’re excited to help you deliver your value for people and the planet.