Dyneema®’s Sustainability Story
How do you make others feel about something they cannot see? This was what the B2B digital campaign 2021 aimed to do, to speak to the audience about what they really cared about — uncompromised performance, innovation in sustainable materials, and a collaborative approach with partners to co-create best outcomes for people and planet.
The Results
Millions of impressions across LinkedIn, Facebook, Instagram, and Twitter (now known as X). A 10% increase in followers across all platforms, along with lead generation.
Humans are influenced by narrative, by meaning, by how a choice makes us feel about ourselves. With this in mind, we took the leap from product positioning to identity messaging.
The video opens with an emotional cue, continues with a visual narrative, reminds the audience of our long track record, signals to our customers that “we're still interested in you," making sure that the viewer feels valued regardless of their company size.
My Role
As the global marketing communications manager, I spearheaded the Dyneema® campaign from concept to completion. I created the creative brief and set the direction, placing heavy emphasis on engaging our audience as real humans, not faceless entities.
My approach was to place the spotlight on end-users who use products made with Dyneema®; more often than not, their jobs carry a certain degree of risks in maritime, defense, endurance sports. I made sure we addressed the audience’s specific challenges upfront, showing genuine care before introducing Dyneema® as the solution with sustainability woven in as part of the DNA.
Over the six-month campaign, we underwent repeated iterations, fine-tuning our messaging and creative along the way. The result was a purpose-driven campaign, led with compassion, and landed with credibility. Dyneema® is more than its superior product features, it is the right choice for people and planet.
In B2B marketing, many companies are stuck with technical selling.
Storytelling is not just for consumer brands. B2B audiences respond to narrative and values-driven messaging just as powerfully as consumer audiences do, and perhaps more so, because they're making decisions that have high stakes.
Play the long game. Brand building takes time, and it must stem from the brand values.
Tell stories, not features. Humans remember narratives, not data points. Meaning drives purchasing decisions or at least that first conversation in ways that product features can never quite manage.
If you find yourself using the word “authentic” for your brand, then you are not being authentic. Get real with what your brand stands for.
Purpose-driven storytelling that shows real care for the audience elevates brand perception. Don't just announce a technical feature; reframe what it means.