Prove It Media

ESS

Long-Duration
Energy Storage

ESS

Long-Duration
Energy Storage

Challenge

As California accelerated its commitment to 100% clean energy, a critical gap emerged: long-duration energy storage. While solar and wind energy production had grown rapidly, their intermittent nature meant energy was often generated when it couldn’t be used — and wasted as a result.

At the time ESS engaged Prove It Media, California was entering a key budget cycle. Without dedicated funding for long-duration energy storage, the state risked falling short of its clean energy goals

The challenge was not just technical, but political. Legislators needed to understand that clean energy without storage is incomplete — and be motivated to take action within a complex and competitive budget process.

As California accelerated its commitment to 100% clean energy, a critical gap emerged: storage. While solar and wind energy production had grown rapidly, their intermittent nature meant energy was often generated when it couldn’t be used — and wasted as a result.

Insight

Clean energy alone isn’t enough. It must be reliable. Solar and wind only generate power under specific conditions — but energy demand continues around the clock. Without long-duration storage, excess renewable energy is gone before it can be used later when demand peaks. In fact, California was wasting a significant portion of its solar output due to lack of storage capacity. To make clean energy viable at scale, stakeholders needed to reframe storage as essential infrastructure — not an optional add-on. The concept needed to be simple, relatable, and urgent for policymakers.

Idea

If you’re committed to clean energy, you must be committed to storing it.

Solution

Prove It Media developed a targeted legislative influencer campaign designed to drive awareness and action among California policymakers during the budget process. The campaign combined paid, earned, and influencer-driven tactics to build a clear, consistent narrative around the importance of long-duration energy storage. Unlike conventional lithium-ion batteries designed for short bursts of power, long-duration systems make renewable energy dispatchable across extended periods of time. At the center of the campaign was a suite of highly visual display banners designed to simplify and dramatize the problem. To influence policy conversations more directly, the team developed and placed op-eds and advertorial content, positioning ESS and the broader category as critical to California’s energy future. An energy-focused influencer network — built over years and composed of environmental advocates, donors, and engaged stakeholders — was activated to further extend reach and credibility within key audiences. Paid media was strategically targeted toward legislative and policy audiences in California, ensuring the message reached decision-makers at a critical moment in the budgeting process.