Bright Stories

Together with DSM we developed an awareness campaign that would make a wider target audience aware of the company’s mission and the innovations it enables with its products. DSM already had a good Purpose Book and accompanying video, and these provided the basis for our work. The book and video clearly set out DSM’s vision and mission, based on the United Nations’ Sustainable Development Goals (SDG’s). But how do you turn this convincing mission into an attractive and appealing campaign? Our solution: steer clear of abstract stories and boastful claims. Instead, simply show DSM's purpose in practice, what you can do with the company’s products and what these mean for people and the world. DSM loved the idea, and “Bright Stories” was born.

With the concept agreed, we could begin rolling out the campaign. Over a year, based on a content calendar, we developed 10 Bright Stories – so, not a one-off campaign but an always-on one. Each Bright Story featured a real-world example, such as the surfboard made from recycled material, which was explained on a landing page with links to the relevant DSM product. We then used a teaser film and social media campaigns, mainly on LinkedIn and partly on Facebook and Instagram, to bring these stories to the attention of the target group – primarily international B2B and, occasionally, consumers. Based on their interests, we showed the target group a post based on one of three segments: personal, company or industry. Making this distinction enabled us to spread each story more broadly and make it relevant to varied target groups. The retargeting we used increased the relevance even further and boosted the chance of conversion considerably.