When it comes to photovoltaic solutions, the price often plays a decisive role. SMA produces sustainably and therefore cannot keep up with the competition from the Far East in terms of price. At the same time, sustainability is usually associated with sacrifice – rather unsexy. To change this narrative in the long run, we focused on content marketing: with Sonnenallee - the online magazine for a cool, modern, and comfortable sustainable lifestyle. By sharing positive stories about sustainability, we fueled the social media presence of trade partners and positively influenced power plant operators and homeowners in favor of SMA.