MILLIKEN & COMPANY
OPPORTUNITY: Global manufacturing powerhouse Milliken and Company needed a strategic approach to their Content Marketing. They first needed to clarify their brand identity at the corporate level and then define a clear set of content objectives, and processes for translating their brand identity and positioning across multiple divisions of the company that would resonate worldwide. The ultimate opportunity became equipping them with a method to the madness of representing a complex organization in digital, with thousands of products and services across the world.
SOLUTION: Milliken needed a human-first approach to transition their content marketing from “business” to brand, putting the ultimate end-users of their products in the spotlight. The content needed to be multi-faceted, designed to resonate with their B2B customer base, while simultaneously increasing awareness and demand from consumers themselves. With an insight-led strategy, combined with creative direction and branding best practices, we were able to create a clear role for Milliken across multiple platforms including FB IG LI and Twitter - assuring channels were optimized and platform-specific communication was clear and impactful. We were then able to create all the educational & process-oriented tools to train the communications team, content creators and in-house marketing leads to execute the strategy organization-wide.
SERVICES:
Brand ID Evolution: Logo, Visual Treatments, Color Palette, Font
Brand Style Guide & Content Strategy
Content Creation Process, Tools & Templates
Team Training and Executional Oversight
Social Audit and Optimization Plan
Paid Media Strategy & Execution
Global Social Media Policy
Social Playbook for B2B Sales
