The Beyond Fossils Platform
Jaa
Why?
Background
In order to communicate UPM’s purpose, We create a future beyond fossils, to new audiences, we had to identify key internal and external target groups and adjust the positioning accordingly. We needed to really bring the visionary purpose statement alive.
Jaa
Idea
We decided to tap into the power of the visionary purpose and expand it to a communications platform. In close strategic collaboration with the client, we deconstructed the narrative into four strategic content streams under the main purpose. Each angle was rolled out for a detailed audience in specific strategic European markets with the streams designed to lead people back to the platform website, where the narrative was tied together.
Jaa
Implementation
The Beyond Fossils Platform
The Beyond Fossils Communications Platform goes against industry conventions by using powerful, distinctive long-form storytelling to stir emotions. A series of four films was tailored to reach each of the key strategic audiences and to have a maximum impact on the target group.
We create
The We create part of the narrative narrative empowered UPM’s employees to build a common narrative in their own words.
The Choice
People are overwhelmed by the number of choices they face each day. This part of the narrative boiled all these choices into one that matters – fossil or or renewable, enabling sustainable choices.
Material world
We live in a material world and the way these materials are made is the key to sustainability. This part of the narrative made material transformation tangible and understandable, focusing on B2B decision makers looking for sustainable materials
The Goodbye Letter
The Goodbye Letter reimagined humanity’s need to get rid of a toxic relationship with fossils by communicating the narrative in the form of a personal goodbye letter to younger public audiences looking for sustainable alternatives
Impact
Results
Our message was seen and heard by the B2B decision makers with sustainable mindset in the UK and Germany, with a reach of 59% on Twitter and LinkedIn. The campaign set a company benchmark in engagement. With the new emotionally charged approach, the completion rate of the videos was much higher than before.
