Engagement
Purpose
Brand
DuPont Mobility & Materials

Bringing purpose to life for plastics

Challenge 

For the final time under the DuPont name before its acquisition by Celanese, the Mobility & Materials (M&M) business, a global supplier of polymer solutions and related services, exhibited at the K Show, the main trade fair for the plastics and rubber industry which was held in October 2022 in Dϋsseldorf.

To help our client deliver an integrated communications programme, our challenge was both a strategic and creative one: not only how to interpret, but also to bring to life their purposeful proposition - ‘creating sustainable solutions to transform industries and improve lives through material science’ - over a five-month period. Our remit encompassed an integrated communications programme across social media, print, outdoor media and interactive - all aligning with PR and culminating in a direct experience of the proposition at K.

K is only held every three years and provided the team with a great opportunity to meet existing and prospective customers from around the world, as well as high-profile journalists and other stakeholders. It was therefore important to develop a campaign that would not only deliver knowledge and understanding of Mobility & Materials’ key proposition through social channels, but that it was also able to create high visibility and engaging impact at the show.

Responsibilities

In short, we were strategic advisers, creatives and copywriters and were responsible for the design, production and delivery of film, print and stand graphics and a substantial social media campaign.

We interpreted the theme of ‘creating sustainable solutions to transform industries and improve lives through material science’ through 12 specific applications shared by our client, including e-bikes, footwear and robot vacuum cleaners. By showing the applications that M&M’s materials are in, the target audience was able to make a connection between the benefits of its materials and many everyday products.

As part of the overarching objective to position the M&M business aligned with its proposition, we provided the strategic direction, content and creative of a five-month social media campaign in the run-up to K, focusing on these 12 applications through case studies, films, factoids and testimonials. The campaign steadily built excitement up to the show where it culminated in an immersive experience for customers and visitors to the company’s stand.

Specifically for the trade fair, we provided the creative theme which we applied to outdoor media, an advertising campaign, stand graphics and on-stand promotional material, resulting in a strong and confident presence at the show. By directing and implementing an integrated, experiential campaign, existing and prospective customers, high-profile journalists and other stakeholders were engaged, inspired and understood perfectly how M&M’s materials are able to transform industries and improve lives.


Achievements 

Our client was delighted with the creative campaign, exhibition stand graphics and promotional material, and said the films we produced were the best films at K Show.

·        The results of the campaign were impressive with a 21% increase in LinkedIn followers between Q2 and Q3. Specifically, they had 15,864 LinkedIn followers on 16 June at the launch of the campaign and 20,889 (700 gained in October alone) by the end of October.

·        K Show generated over 900 leads from the K Show, an increase of 25% versus the 2019 event, and this despite a 21% drop in attendance this year.

·        The Material Science film received an incredible 3500+ views, 200+ likes and 20 reposts in a week, making it one of the most popular and shared films on DuPont M&M’s LinkedIn feed.

·        Image and video social media posts published for this campaign received an average of 68.4 and 77.3 engagements per post, respectively.

·       Awards:

- Lens Awards 2023: Gold - 'Best use of video from the industrials and basic materials sector'

- Corporate Content Awards Europe 2023: Highly commended - 'Best one-off content campaign'

- Transform Awards Europe 2023: Highly commended - 'Best expression of a brand on social media channels'

- Transform Awards Europe 2024: Shortlisted - 'Best brand experience' (winners to be announced on 17 April 2024)

“It was important for us to develop a campaign with the Bright Space team that would be impactful, memorable and engaging. Our campaign and presence at the show mirrored the way we collaborate with customers; they were open, welcoming, friendly and informative.”

Matt Defosse, Global Marketing Communications Lead at then-Dupont, now Celanese