As a leading figure in the ingredients and chemicals industry, Univar Solutions were keen to shift the perception of the industry and demonstrate not just their commitment to sustainability but leadership in the space. Having worked with Room11 for some time, Univar Solutions asked us to develop an awareness driving campaign to help instigate this shift.
Univar Solutions are an innovative distribution leader that supplies chemicals and ingredients to a wide range of industries. They are also a signatory to the United Nations Global Compact. Univar Solutions’ sustainability goals are based around six areas of responsibility:
- Energy and emissions
- Resource use
- Responsible handling
- Safety
- Sustainable supply chain
- Diversity, equity and inclusion.
The campaign would share the work Univar Solutions are already doing and illustrate their longer-term journey towards a sustainable future for themselves and the chemical industry.
An Evergreen Concept
Univar Solutions wanted more than a one-off campaign, they wanted to develop an idea that would be used across the business for years to come. With the brief in hand we cracked on, developing a series of options that could be used to express Univar Solutions’ ongoing commitment and would continue to feel relevant in the future as well as today.
The winning concept ‘Today. Tomorrow. Together’ feels progressive and captures the need to deliver sustainable solutions which consider global and local challenges. Beyond the wording, the visual treatment of the concept feels fresh, approachable and human, helping address the negative associations that the chemicals industry encounters.
We made sure the concept and visual identity would be suitable for multiple touchpoints and could be used consistently by Univar Solutions employees.
A 360˚ impact campaign
With the concept and identity created, Univar Solutions were able to implement a multi-touchpoint campaign built around the 2020 Sustainability Report to communicate with both internal and external audiences.
The employee engagement of the campaign (internal communication) included intranet promotion, digital and printed flyers around the business and internal webinars. Complementing this was the external communication element of the campaign which included videos, social media posts, a thought-leadership white paper, Executive-led webinar, media engagement and blogs.
We supported the campaign with 4 x landing pages including a refreshed sustainability home page and a Sustainability report page, the e-shot to drive sign-up to the Executive-led webinar, social media images, digital and print flyers, PowerPoint templates to be used internally and with customers, MS Team backgrounds and a sustainability goals infographic.
Excellent results and external recognition
The campaign resulted in a marked shift in awareness. Some of the campaign highlights included:
- A 97% increase in traffic on the Sustainability home page vs pre-launch
- A 29% increase in dwell time on the Sustainability home page vs pre-launch
- 231 unique users on the 2020 Sustainability Report on launch day
- Univar Solutions’ all-time most widely registered-for and attended webinar with attendance from 32 countries and 90% of registrants from outside the webinar participants’ organisations.
Social Media:
- LinkedIn: Reactions: 5,591
- YouTube: Views (at least 30 seconds): 1,374
- Facebook: Reactions: 167
Not only did the campaign deliver excellent performance against KPIs, but it also won a Marcom award – Strategic Communications, Marketing/Promotion Campaign, Integrated Marketing along with a host of other awards with some still pending. Exceptional results for everyone involved.
Visit Univar Solutions here.
View the project here.