ABB
Electrifying environments
ABB is a technology leader in electrification and automation, enabling a more sustainable and resource-efficient future. Their solutions connect engineering know-how and software to optimize how things are manufactured, moved, powered and operated. They technologies and innovations help clients around the world who are involved with most walks of life you could imagine.
Creativity means
a unique perspective
that leads to results.
Case 1
Creating a movement from scratch
We are helping ABB create an online movement around the topic of energy efficiency, bringing together industry professionals, customers, competitors and the general public.
Challenge
Creating a buzz around a new energy-efficiency movement
As one of the world’s leading technology companies, ABB provides products and services for many industrial fields. As the extent of the climate crisis has become evident, ABB has also been at the forefront of helping develop more efficient technology. After all, some 70% of the world’s energy is used by motors.
But their environmental agenda goes beyond their products. At the beginning of 2021 they launched the Energy Efficiency Movement, a three-year initiative intended to provide a platform that would encourage worldwide action and discussion around the topic. Increasing global energy efficiency by even a small amount has the potential to contribute significantly to sustainability efforts.
ABB needed a partner to help them promote their thought leadership position and ensure the movement got off to a flying start via a global digital campaign.
Approach
Establishing a common interest in a vital topic
In establishing the Energy Efficiency Movement with ABB, Brandkind used technological White Papers, customer success stories, and interviews with policy makers and other experts to create a wide range of content that appeals to various stakeholders. Video interviews, social media content, and articles have been produced covering a wide range of industries and energy efficient applications.
The Energy Efficiency Movement continues, as does our role in its formation. As more companies and organisations join the Movement, we continue to produce content that reflects the principles behind it – the desire to make a difference in ways that positively benefit all of us.
Results
A global, diverse audience
Our project managers, copywriters, and art directors have worked closely with ABB communications teams to establish a significant Movement presence on social media and the internet. The brief was to raise awareness of the possibilities for improving energy efficiency in different industry areas, and publicise advances made there.
Rather than simply promoting ABB products and technologies that can help improve energy efficiency in industrial applications, ABB wants to actively engage and invite industry, government and society to participate in the conversation. Because the project has been planned a year in advance, minimal headaches have arisen during execution. In accordance with the brief, we have ensured that not only engineers and the more technologically minded are inspired, resulting in thousands of White Paper downloads and website hits. The Movement has developed into a truly global effort, with contributions from around the world.
Case 2
Writing the future together
We supply professional communications content targeted for all B2B decision maker levels. To help convince more technically minded audiences, ABB turned to Brandkind for a continuing series of white papers as a part of their Energy Efficiency Movement.
Challenge
Clearly communicating technological issues
The Energy Efficiency Movement is into its third year. It publicises energy efficiency issues and solutions across a wide range of industries. In the industrial B2B world, there are many types of decision makers and opinion leaders that need to be reached and convinced. White papers, like the ones that have been created to support the movement, are a great way to address the more technically inclined audiences.
A good white paper must deliver in-depth information, but simultaneously be inspiring and interesting to the intended reader. Striking this balance between heavy data and easy to digest content is where we can help. A coherent structure with bite-sized sections coupled with impactful infographics and images make for an enjoyable reading experience and easy browsability. These have been key objectives for this series of white papers as well.
Approach
Complex ideas in a wider marketing framework
Our role and mission in cases such as this is clear. It is our responsibility and primary task to distil a crystal-clear message and strong argumentation out of a vast array of technical and detailed documents, interviews and other source materials. This work always starts with outlining the content structure and key points of the white paper. This preliminary script works as the basis of a cooperative effort to develop the final published content together with the client’s experts.
White papers, such as the ones created for ABB, are not just an exercise in writing. The visualization of information also plays a significant role. The creation and use of diagrams, charts and other infographics as well as photography help build a more easy-to-digest publication that communicates core information most effectively.
Results
Thought leadership documented
Brandkind and ABB have produced more than a dozen Energy Efficiency Movement white papers to date. Smooth cooperation and a structured approach have made it possible to achieve the right depth of technicality, clarity of messaging and reader experience. The end results have been enjoyed by both the more technical target audiences as well as more top leader –level decision makers. These publications have served to support ABB’s thought leadership position as well as to highlight their technological excellence.
Not only have we been able to offer an external resource to ensure continuous production capacity throughout the campaign period, but we have been able to use our experience to translate the masses of technical data provided into clear and concise reading packages with a polished and professional look and feel.
