Building Demand for a New Kind of EV Infrastructure

it’s electric is rethinking how EV charging integrates into dense urban environments. Their innovation—curbside chargers powered by buildings—introduces a new mental model for charging: no more driving just to charge, no more cluttered sidewalks, and no cost to cities or property owners. Entering new markets across the US required translating this unfamiliar system into something easy, convenient and trustworthy for both current and aspiring EV drivers.

▬ Growth Marketing Advisory
▬ Ads Management & Reporting
▬ Meta & Google Search Campaigns
▬ Social Media Strategy
▬ OOH Research

Approach

We joined as a Growth Marketer and focused on clarifying the idea before amplifying it. Positioning centered on everyday usability and urban fit; framing the system less as infrastructure, and more as a seamless extension of how cities already function. Our campaign strategy was structured to both generate demand and capture it, with clear alignment between message, geography and intent.

Execution

— Built and refined ICPs for two markets, reflecting differences in density, EV adoption and driving behavior
— Directed paid campaigns across Meta and Google Search to operate as a coordinated funnel
— Developed creative that emphasized simplicity, curbside familiarity and environmental benefit
— Audited website and marketing collateral to ensure conceptual clarity and message consistency
— Researched out-of-home and social contexts to inform placement and tone
— Established reporting frameworks to evaluate performance across channels and cities

Photography courtesy it’s electric

Impact

Our campaigns established early signal in two urban markets. Meta drove broad awareness and subscriber growth, while Google Search consistently captured high-intent demand with strong engagement rates. More importantly, our work clarified how to communicate a fundamentally new piece of infrastructure—creating a repeatable foundation for expansion into future cities.