Winner: Dow Chemical Company and GolinHarris
Campaign: Fulfilling the Promise of 'The Human Element'
The Mission:
The chemical industry's reputation has eroded in recent decades as stakeholders' trust falters amidst political, environmental and social concerns. Dow Chemical Company wasn't
immune to this negativity, so, with the help of GolinHarris and ad partner DraftFCB, executives shaped an initiative to re-brand the company's rusty image.
A Chemical Reaction:
When people think of chemicals, thoughts of sustainability and environmental consideration usually don't follow. In 2006, Dow's communications team sparked a change in
perspective with its "Human Element" campaign, incorporating everything from financial communications to employee relations, and prompting stakeholders to rethink the relation of
chemistry to human progress. The highlights included a partnership with the Blue Planet Run Foundation and a worldwide "Blue Planet Run" relay, both of which engaged stakeholders
while evolving the brand identity to one that is environmentally conscious, sustainable and socially responsible.
Muddy Waters:
Re-branding a company with a global audience and a tarnished reputation didn't come without challenges - namely, that of focus. With too many issues tied to the chemical
industry and an infinite number of paths to explore, the team had to home in on one issue to make its own. Based on preliminary research, access to clean drinking was a
monumental concern, so Dow centered its re-branding effort on bringing that access to communities worldwide.
Strategy:
Having adopted a sustainable mission, the team needed a way to get people listening. The partnership Blue Planet Run Foundation piqued interest, but true engagement came with
the Blue Planet Run relay - a global endurance run featuring 20 athletes running around the world to bring awareness for the need to provide access to clean drinking water. Plus,
a "Human Element" ad campaign complemented communications efforts to increase awareness of the refreshed brand. A 2015 goals launch was the umbrella, announcing the company's
sustainability goals to key policy makers and identifying how to use its resources to implement them.
Refreshing Results:
The team turned a hearty $8-million budget into a completely revised brand and, more important, convinced their stakeholders of their new commitment. Measurement showed that,
through a globally coordinated approach to cross-audience communications, Dow successfully re-positioned itself as a contributing solution to pressing policy issues.
Re-branding Best Practices:
- Put the customer first.
- Evaluate current industry issues before executing an initiative.
- Direct energy to multiple consumer touch points.
- Tweak messaging to differentiate offerings from the competition's.
- Remain flexible and adaptable.
- ENGAGE CUSTOMERS THROUGHOUT THE RE-BRANDING INITIATIVE TO ENSURE THEY ARE MAKING THE TRANSITION WITH YOU. PRN