Launching energy tech products across European markets meant juggling complex technical concepts, regulatory nuances, and cultural differences - all while moving at startup speed. From Swedish effekttaxa pricing to German solar incentives, each market demanded localized messaging that still felt cohesively Sourceful.

Creating video campaigns for multiple locales introduced layers of complexity. Beyond translation, I had to adapt visual metaphors, pricing displays, and even color psychology for different audiences. A V2G explainer that resonated with Swedish homeowners might fall flat with UK consumers. Every Meta campaign required market-specific variants while maintaining brand consistency and working within tight budget constraints.

The technical nature of our products - bidirectional EV chargers, P1 meter readers, energy coordination platforms - demanded constant translation between engineering specs and consumer benefits. I became fluent in kilowatts and peak shaving, transforming dense technical documentation into snappy social videos and web copy that actually converted.

Working with AI tools like Veo3 for video generation and Claude for copywriting accelerated production but required careful prompt engineering to maintain accuracy around energy concepts. One misplaced claim about grid capabilities or charging speeds could damage credibility with our technically-savvy prosumer audience.

Despite these constraints, we've successfully bootstrapped awareness campaigns across regions, built waiting lists for new products, and established Sourceful as a trusted voice in the European energy transition, proving that complex products can still have compelling, accessible marketing.