How can strategic storytelling build a brand?

Challenge

When ABB launched its new division, Electrification Service, in 2022, the goal was clear: build global recognition, both within the 100,000-employee-strong organisation and with customers worldwide.

This wasn’t just about introducing a new name. As an organisation where the knowledge of their technicians and engineers is a competitive differentiator, ABB Electrification Service needed a campaign that highlighted the power of their people.

Our Approach

We created a campaign called Everyday Heroes. The message was powerful: While ABB offers world-leading technology, service is about the unsung frontline experts who get the job done. 

Discover key markets and opportunities

• We began with a landscape analysis to understand ABB’s brand, service proposition and market presence.
• Through surveys, we uncovered what service means across regions and where Electrification Service had the greatest opportunity to grow awareness.
• These insights were deepened and validated through workshops and interviews with multiple sales leads in each key market.
• We then identified the 13 countries that would deliver the biggest return on investment.

Plan a strategy that’s global in scale and local in execution

• With ABB operating in more than 100 markets, we needed a campaign framework that could flex by region. 
• We developed the overarching campaign concept and messaging, anchored in ABB’s global brand but flexible enough to resonate locally.
• We then established a tailored channel strategy to meet audiences where they already were, and aligned with ABB on clear KPIs to measure success across every market.

Execute a multi-market campaign

• We unearthed remarkable heroes in each key market – technicians, engineers and service leads who embody ABB’s values every day.
• We delivered end-to-end video shoots across more than a dozen countries in six languages, from comprehensive interviews and talent briefing to location scouting and expert video production.
• We created a dedicated campaign hub, as well as a fully integrated campaign across seven channels, turning each hero video into more than 20 formats – from the full video and social cutdowns to sales assets and internal content.
• The campaign was activated across 13 countries, tailored by market, channel and audience to ensure relevance at every touchpoint.

Optimise performance

• We monitored campaign performance, making real-time adjustments to budget and creative to maximise results.
• Quarterly deep-dive reviews uncovered insights that not only informed the next phase of the campaign, but helped guide ABB’s broader content planning moving forward.