{"id":5010,"date":"2024-01-19T11:43:10","date_gmt":"2024-01-19T11:43:10","guid":{"rendered":"https:\/\/brandkind.fi\/reference\/metsa-fibre\/"},"modified":"2026-07-08T11:07:59","modified_gmt":"2026-07-08T11:07:59","slug":"metsa-fibre","status":"publish","type":"reference","link":"https:\/\/brandkind.fi\/fi\/reference\/metsa-fibre\/","title":{"rendered":"Mets\u00e4 Fibre"},"content":{"rendered":"\n

Mets\u00e4 Fibre case study: We see the forest from the trees<\/h2>\n\n\n\n

Mets\u00e4 Fibre<\/strong> is a part of the Finnish forest industry group Mets\u00e4 Group. They are the leading producer of wood-based bioproducts such as pulp, sawn timber, biochemical and bioenergy. Their products are known for their high quality, which is based on the unique characteristics of Nordic wood. <\/p>\n\n\n\n

\n\n

Tools and methods used<\/h2>\n \n \n
\n\n \n
\n\n Strategic planning<\/span>\n \n \n <\/div>\n\n \n
\n\n Marketing materials<\/span>\n \n \n <\/div>\n\n \n
\n\n Website content<\/span>\n \n \n <\/div>\n\n \n
\n\n Social media<\/span>\n \n \n <\/div>\n\n \n
\n\n Video productions<\/span>\n \n \n <\/div>\n\n \n
\n\n Events and virtual events<\/span>\n \n \n <\/div>\n\n \n <\/div>\n\n \n<\/div>\n\n\n\n\n

Testimonial<\/h2>\n \n
\n\n
\n \"\" <\/div>\n \n
\n\n
\n Brandkind is able to help and act as an outsourced partner as part of the marketing team, and bring new competencies that may not exist internally. <\/blockquote>\n \n
Eva Martin, Vice President for Marketing, Mets\u00e4 Fibre<\/div>\n \n <\/div>\n\n <\/div>\n\n<\/div>\n\n\n\n

Case 1: Successful launch of online services<\/h2>\n\n\n\n

Mets\u00e4 Fibre wanted to execute the launch campaign of its revamped online services in the style of major technology companies, with a broader range of digital marketing implementation. We were tasked with planning and designing the entire marketing package in collaboration with Mets\u00e4 Fibre\u2019s marketing team.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Challenge: Inspiring launch campaign<\/h3>\n\n\n\n

Mets\u00e4 Fibre is a global leader in producing wood-based bioproducts and the largest sawn timber producer in Finland. The majority of production is exported, which means that the customer base is international.<\/p>\n\n\n\n

Mets\u00e4 Fibre offers online services to both their pulp and sawn timber customers. The Mets\u00e4 Pulp Online platform provides pulp customers with real-time delivery information, quality reports, product details, and sustainability certifications. Similarly, Mets\u00e4 Timber Online is a web-based platform for sawn timber customers, enabling them to browse, order timber products, and track their orders.<\/p>\n\n\n\n

When the services were revamped in the spring of 2023, the company wanted to campaign in the style of major technology companies. The campaign also introduced a significantly broader range of digital marketing implementations.<\/p>\n\n\n\n

Approach: Effective marketing package<\/h3>\n\n\n\n

Brandkind planned the overall marketing strategy in collaboration with Mets\u00e4 Fibre\u2019s marketing team. We designed the launch concept and its efficient execution into an entity of multiple marketing elements. We placed particular emphasis on integrating different materials and measures to form a cumulative narrative that would convey key messages effectively.<\/p>\n\n\n\n

Our work included creating a new visual identity, producing the soft launch and global launch onboarding messages, targeted social media advertising, marketing materials to support sales, and tutorial videos and manuals to facilitate adoption. We increased visibility with the use of Timber Fox, a mascot character with a sympathetic, game-inspired appearance.<\/p>\n\n\n\n

Results: Innovative visibility<\/h3>\n\n\n\n

Mets\u00e4 Fibre\u2019s sawn timber and pulp customers have been satisfied with the revamped service, and the highly visible multichannel launch attracted a significant number of new users to the online services. On the sawn timber side, the Timber Fox mascot proved so popular that it continues to serve as the mascot for the service even after the launch phase.<\/p>\n\n\n\n

Case 2 Bringing an online customer event to life<\/h2>\n\n\n\n

We worked with Mets\u00e4 Fibre to prepare, produce and broadcast a live customer event on Zoom to promote their new, state-of-the-art Rauma pine sawmill.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Challenge: Engaging customers around the world<\/h3>\n\n\n\n

Mets\u00e4 Fibre wanted to keep their customers excited and informed about their brand-new pine sawmill in Rauma, Finland, which will start production later this year. Because the mill uses the very latest technology \u2013 much of which has never previously been used in the industry \u2013 there was plenty to tell. This included an overview of the project progress and the mill itself, as well as introductions to the technology and the benefits it will bring to customers and their end products.<\/p>\n\n\n\n

As there were still travel restrictions in force in many regions, Mets\u00e4 Fibre decided that a live online customer event was the best option because this would enable customers from around the world to attend and participate. Brandkind has been working regularly together with Mets\u00e4 Fibre and they knew that we would understand their requirements and messages they wanted to convey. As a result, they asked us to help them bring the event to life.<\/p>\n\n\n\n

Approach: Involvement from the start<\/h3>\n\n\n\n

To bring everything and everyone together at the right time, Brandkind was involved from the start, from designing the look and feel of the invitations, to helping to plan the studio design and run the event. Our work included planning the event schedule and content, as well as creating pre-recorded video segments, which were used in between live studio discussions. We also handled the Zoom event invitations and arranged for simultaneous live interpretations over Zoom with multiple audio streams.<\/p>\n\n\n\n

For the videography, we partnered with Finnish production company Videolle, who we have successfully worked with before, to handle the studio lighting, camerawork and live video direction.<\/p>\n\n\n\n

About 80 key customers participated in Mets\u00e4 Fibre\u2019s Rauma Pine Sawmill virtual event and they gave very positive feedback. They were pleased with the top management insights into the sawmill project and its operations, and they got an understanding of how the sawmill will enable Mets\u00e4 Fibre to serve them better in the future.<\/p>\n\n\n\n

Results: Delivered live in multiple languages<\/h3>\n\n\n\n

We made life easier for the customer, taking care of the technical details of the event, including setting up the registration pages and organising the location. After the pre-event preparations, we successfully broadcasted the event live to customers in Europe, China, Japan and North America.<\/p>\n\n\n\n

The event took place in a studio in Helsinki, with a mix of live discussion and pre-recorded video. To make sure that all Mets\u00e4 Fibre\u2019s customers could participate, we arranged simultaneous interpretation into Chinese, Japanese and Finnish in Zoom. We also arranged and moderated a live chat channel, which enabled a much-appreciated Q&A session at the end.<\/p>\n\n\n\n

The technical aspects of the event went smoothly without any hitches, which let the people in the studio relax and concentrate on presenting the Rauma pine sawmill and its technology in the best way possible.<\/p>\n\n\n\n

Case 3: Communicating a unified story across all media platforms<\/h2>\n\n\n\n

We work in close co-operation with Mets\u00e4 Fibre to ensure important topics such as sustainability and social responsibility gain the attention they deserve.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Challenge: Establishing a stronger presence on social media<\/h3>\n\n\n\n

Mets\u00e4 Fibre is the world\u2019s leading producer of softwood market pulp and a major producer of sawn timber. They have also been frontrunners in developing a sustainable partner ecosystem around their pulp mills, utilizing process side streams in the production of various new and innovative bioproducts. Sustainability is a pivotal part of their daily business.<\/p>\n\n\n\n

In addition to supporting the sale of products and expert services, one aim for their broad marketing communications efforts is to take an active thought leadership position on topics related to sustainability and social responsibility within the pulp and sawn timber industries. At the same time, they wanted to build their social media presence and activity without tying up endless internal resources to do so. This is how social media became one more platform among where Brandkind helps Mets\u00e4 Fibre communicate their story.<\/p>\n\n\n\n

Approach: Quality content and systematic scheduling<\/h3>\n\n\n\n

Brandkind is Mets\u00e4 Fibre\u2019s long-running agency partner with a great deal of insight and understanding into their business. Our co-operation reaches beyond just social media, ranging from creative corporate events\u2019 planning (virtual and face-to-face) to sales tools and brand promotions. Helping Mets\u00e4 Fibre deploy a systematic and efficient process for social media communications has involved establishing and managing their publishing platforms and tools on their behalf.<\/p>\n\n\n\n

In addition to running the daily publishing operations, Brandkind is involved in the development of the client\u2019s social media publishing strategy and calendar. We also regularly develop and produce high-quality content for use on social media, from articles to video content and infographics.<\/p>\n\n\n\n

Results: Big impact without tying down resources<\/h3>\n\n\n\n

We have been able to take off the pressure from the client\u2019s marketing and communications departments while establishing a regular social media presence on LinkedIn and Twitter in both English and Finnish. Social media engagement has improved due to more frequent and regular posting, all without significantly increasing the workload for our client.<\/p>\n\n\n\n

Increasing the share of content relating to not just sustainability, but a range of social responsibility themes supports Mets\u00e4 Fibre\u2019s desire to take a stand on these important topics. Rather than simply following or just participating, Mets\u00e4 Fibre is initiating conversations surrounding sustainability and responsible corporate citizenship.<\/p>\n","protected":false},"featured_media":0,"template":"","class_list":["post-5010","reference","type-reference","status-publish","hentry"],"acf":[],"yoast_head":"\nMets\u00e4 Fibre – Brandkind<\/title>\n<meta name=\"description\" content=\"Yhteisty\u00f6ss\u00e4 Mets\u00e4 Fibren kanssa suunnittelimme teknologiapohjaisen kampanjan ja Zoom-tapahtuman Rauman sahalaitoksen lanseerausta varten.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/brandkind.fi\/fi\/reference\/metsa-fibre\/\" \/>\n<meta property=\"og:locale\" content=\"fi_FI\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mets\u00e4 Fibre – Brandkind\" \/>\n<meta property=\"og:description\" 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