We are Generation Paper
Strengthening an industry leader through authentic voices.
The challenge
ABB Group is a Swiss-headquartered global leader in electrification and automation, working across utility, industry, transportation and infrastructure verticals. They have been supporting and facilitating the pulp and paper industry for over 70 years.
Pulp and paper is one of the largest industrial sectors in the world, producing various paper and cardboard products including tissues and packaging. It is also a sector undergoing seismic change with it facing environmental challenges (being responsible for 2% of global industrial emissions and using 40% of all industrial wood), knowledge and talent gaps, and transformation towards digital solutions.
In response to these growing challenges and competitor activity, ABB wanted to strengthen its position as not only technology leader, but a committed and trusted industry partner with a deep understanding of the sector and a vision for the future.
Our solution
Strategy pinpointed powerful areas of differentiation. Where competitors could only offer technology, there was an opportunity for ABB to be the voice of authority and position itself as a thought leader and partner for the future with a focus on service, sustainability and solutions that help customers outrun.
ABB’s people would be a core component to this. A critical insight was that customers looking for the right partner spent very little time investigating products – they instead focused on the people. With around 1,600 dedicated, passionate experts that serve the pulp and paper industry globally, many with 20-30 years of experience, ABB is perfectly placed to meet this need.
Our concept, ‘We are Generation Paper’, was designed to spotlight a diverse spectrum of ABB experts and tell our brand story through their own, unique voices. We identified four individuals that could represent strategic pillars of the campaign, then created a series of films, photography and written content from their perspectives, allowing our audience to see and hear the value they bring first hand in an authentic, engaging way.
The outcomes
Initially planned as a 90-day campaign, our goals are to build brand awareness by 30%, boost engagement by 22%, and drive demand by 48%. The campaign has just launched across 19 countries worldwide across organic and paid social, web, programmatic display, email and trade media – and we’ll be keeping a close eye on how its performing. Expect an update very soon!
"It was a great experience working with Fox Agency who understood the importance of our people in helping our customers to outrun and achieve success. It was a brilliant opportunity to showcase what makes ABB unique and how we add value to the pulp and paper industry."
