Communicating a unified story across all media platforms

Challenge

Establishing a stronger presence on social media

Metsä Fibre is the world’s 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.

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 Metsä Fibre communicate their story.

Results

Big impact without tying down resources

We have been able to take off the pressure from the client’s 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.

Increasing the share of content relating to not just sustainability, but a range of social responsibility themes supports Metsä Fibre’s desire to take a stand on these important topics. Rather than simply following or just participating, Metsä Fibre is initiating conversations surrounding sustainability and responsible corporate citizenship.

Approach

Quality content and systematic scheduling

Brandkind is Metsä Fibre’s 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’ planning (virtual and face-to-face) to sales tools and brand promotions. Helping Metsä Fibre deploy a systematic and efficient process for social media communications has involved establishing and managing their publishing platforms and tools on their behalf.

In addition to running the daily publishing operations, Brandkind is involved in the development of the client’s 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.