AkzoNobel Human Cities

Social media strategy and content creation to increase brand relevance, share of voice and advocacy

IDEA

AkzoNobel products, Dulux for example, are household names in most markets, but the same cannot be said for its corporate reputation. Using audience analysis and insights around relevant topics, we created conversations around AkzoNobel’s key business objectives – Decorative Paints, Performance Coatings, and Specialty Chemicals – as well as its CSR programme ‘Human Cities’ that focuses on regenerating urban communities across the world. Our content strategy uncovered the true stories where colour is improving local communities.

RESULTS

The campaign increased share of voice by over 400%, taking a sector-leading position and generated 4x as many third-party advocates from leading opinion formers than the initial benchmark.

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