Powerful storytelling to grow Michelman’s international sales and brand awareness
LAW Creative’s ‘Mi Story’ digital media campaign positioned Michelman at the forefront of the circular economy, driving incremental sales across Europe and North America.
Michelman is a global developer and manufacturer that specialises in sustainable chemistry for industrial and agricultural coatings, digital printing, consumer packaging, and advanced composites for automotive and aerospace. They wanted to promote their position as a key supplier within the sustainable packaging value chain, to increase brand awareness and generate sales across the UK, DACH, France, Spain, Italy and North America.
The fully integrated campaign was launched across Google Search, Discovery, PMAX, YouTube and LinkedIn. Targeting brands across North America and five European countries, the campaign achieved close to 1 million video views and generated over 100 website enquiries.
- c.100 marketing qualified leads
- c.30% converted to sales qualified leads
- c.3.5 million impressions
- 1.2 million Campaign interactions
- 62.4% view rate for YouTube skippable brand film
Storytelling engages new audiences
From the outset, we recognised that this would not be a product-focused message: instead, we would use powerful storytelling to position and differentiate the Michelman brand.
The campaign proposition – Michelman: the formula for successful circular economy partnerships – meant showing how Michelman was leading the drive for change in the circular economy. To do this, we told their unique story from the point of view of their own people, those who are at the forefront of driving change. We worked with Michelman employees to create a narrative that would highlight the power of collaboration, and showcase the tangible outcomes achieved in their collective pursuit of a sustainable future.
This became ‘Mi Story’, and was infused with energy and inspiration.
We had two key audiences to reach and engage: branded goods manufacturers and convertors (companies that specialise in modifying or combining raw materials). Large consumer packaged goods brands are targeting circular economy solutions through direct partnerships with suppliers like Michelman. And they can specify Michelman products to convertors and direct larger volumes, presenting a major opportunity for growth in the use of sustainable solutions.
CAMPAIGN COMPONENTS AND DELIVERABLES
Michelman’s campaign was launched at the prestigious Labelexpo industry event in 2023, providing an excellent platform for building visibility and credibility.
- Evergreen content: We researched and wrote insightful articles to explain the technical advancements and benefits of Michelman’s sustainable packaging solutions.
- Lead nurture emails: We delivered a multi-stage email journey that delivered content according to the individual’s needs and pain points. This was designed to build trust and keep Michelman front of mind.
- Dynamic, content-rich microsite: We used storytelling to showcase our client’s commitment to sustainability, innovation, and leadership in specialised sustainable solutions. The site blends technical solutions with inspirational stories that are brought to life through high quality video and value-rich publications, showing how Michelman solves sustainability challenges and contributes to the circular economy
Formulating sustainable success for our client.
“We’ve been impressed with the recent campaign. It truly embodies the essence of our brand and purpose. The passion and dedication of the associates are evident in every aspect of the campaign, making it not only compelling but also authentic. We’ve seen a significant boost in awareness, and it’s clear that this campaign has played a crucial role in that success. We’re pleased with the results and excited to see the continued impact it will have.”
Paul Griffith
Michelman CMO and EVP, EMEA, Agriculture and Printing & Packaging