CASE STORIES
DISCOVERING THE WONDERS OF WHEY
Company: Arla Food Ingredients
Agency Partner: MarketingSelector
“We want to be ONE Arla Foods Ingredients with very skilled, engaged and proud employees.”
Henrik Andersen
CEO, Arla Foods Ingredients
From its humble beginnings as a waste by-product, whey protein has moved forward in leaps and bounds, bringing health and nutrition benefits to the world with a constant flow of new products and applications.
Arla Foods Ingredients is the global leader in the whey protein industry – particularly due to product quality and evidence-based benefits. But its CEO and management team needed help to re-energize and align everyone behind the company’s vision, mission and strategy for the years to come.
Discovering the Wonders of Whey was created from conversations with stakeholders across the company. Now, it’s known as the story that captured the minds and hearts of over 1,000 colleagues from many different locations and cultures.
For this story, we completed:
- Strategic narrative
- Strategic communication platform
- Animated management presentation
- Animated brand film
- Images concept
- Brand book
- Corporate visual identity
- New website – structure & content
- New blog – including posts
- Corporate brochure
- Corporate video
- Animated corporate ppt
- Global deco – posters & billboards
- Internal and external communications plans
Discover magazine
Company: FLSmidth
As the world’s leading supplier of cement and minerals manufacturing equipment and services, FLSmidth’s engineering expertise and cement production process know-how dates back 135 years. To share that knowledge, FLSmidth has made Discover magazine a cornerstone of the company’s marketing activities since 2000. Now, it’s nearly impossible to not see a copy of the mag in cement plants’ reception and meeting areas around the world.
Since 2005, cylindr has contributed to FLSmidth’s Discover to showcase thought leadership in the industry, sales successes, new projects and the latest technology innovations using real-life reflections on the industry by experts and key industry personnel.
For FLSmidth’s Discover, we create content that appeals to both technical experts and key commercial decision makers. This means that we conduct extensive research and detailed interviews with subject matter experts to get content just right. Luckily, cylindr has established close relationships with FLSmidth’s commercial, product and marketing experts over the years, which has not only allowed us to add extra depth to our final products but also add to our overall understanding of the cement industry.
The magazine is considered a success with the FLSmidth Sales team who actively use it in conversations with customers. And the articles are particularly useful for demonstrating the effectiveness of one cement production solution over another whenever the customer is in doubt.
FLSmidth Discover still gains the attention of the cement production industry today – and it is closely followed by editors of industry magazines, such as International Cement Review (ICR) and World Cement.
COMFORT ZONE
Company: SAP
Agency Partner: Inhouse
It’s no secret that getting new customers up and running can be a bit of a challenge, even if your product is a wonderfully powerful enterprise information system. This is why SAP asked us to come up with a concept to speed up and smooth out their onboarding.
The result was the SAP Comfort Zone – a user-friendly online platform that seamlessly introduced people to SAP and let them connect with the experts and other resources to ease their journey and maximize the benefits each step of the way.
For this case, we completed:
- Concept
- Visuals
- Text
Winning with CSR
Company: Palsgaard
Agency Partner: Impact
In 2017, for the third time in just five years, the CSR report of Denmark-based Palsgaard, the inventor of the modern commercial emulsifier, took first place in the country’s most prestigious sustainability prize-giving ceremony: the CSR Award.
We’re proud of the cylindr/Palsgaard collaboration for winning the esteemed prize by standing out through “highly credible, high-quality reporting.”
MARKETING EXECUTION CHALLENGE
“Bring our engineers to life on video”
“You are one of a kind — not many have the combination of knowledge, strategy and the art of writing like a dream.”
Scandic engineers aren’t known for powerful stage performances – in addition to a frozen facial expression, they tend to stand stiffly in front of a camera with a minimum of movement. To overcome their fears and concerns about appearing on film, we applied a wide range of techniques and tricks, including an easy-to-deliver manuscript. On the sneakier side, we kept the cameras rolling when the experts were unaware, capturing their natural, off-camera gestures to seamlessly edit into the videos as though the gestures had been part of the original footage.
Outcome: The engineers came to life on camera through their personalities, body language and know-how, presenting as the confident, competent inventors of a new range of hearing aids.
MARKETING EXECUTION CHALLENGE
“Bring our engineers to life on video”
Scandic engineers aren’t known for powerful stage performances – in addition to a frozen facial expression, they tend to stand stiffly in front of a camera with a minimum of movement. To overcome their fears and concerns about appearing on film, we applied a wide range of techniques and tricks, including an easy-to-deliver manuscript. On the sneakier side, we kept the cameras rolling when the experts were unaware, capturing their natural, off-camera gestures to seamlessly edit into the videos as though the gestures had been part of the original footage.
Outcome: The engineers came to life on camera through their personalities, body language and know-how, presenting as the confident, competent inventors of a new range of hearing aids.
“You are one of a kind — not many have the combination of knowledge, strategy and the art of writing like a dream.”
COMMUNICATIONS EXECUTION CHALLENGE
“We need more content!“
“Thanks again for a great and inspiring day last week! It was a pleasure to work with you!”
When Carlsberg asked us to help expand their employer branding content – without breaking their budget or using too many internal working hours, we came up with an affordable way to create 10 high-quality videos in a single day! Every part of the process was smoothly managed by our team, from creative concept to instructing Carlsberg’s employees to camera and lighting, editing and final presentation. Despite the use of just a single camera and the need to quickly set up in multiple locations, the production quality was kept high, presenting Carlsberg’s talented employees at their best.
Outcome: 10 beautifully presented employee interviews that brought working at Carlsberg to life for its talent recruitment effort.
COMMUNICATIONS EXECUTION CHALLENGE
“We need more content!“
When Carlsberg asked us to help expand their employer branding content – without breaking their budget or using too many internal working hours, we came up with an affordable way to create 10 high-quality videos in a single day! Every part of the process was smoothly managed by our team, from creative concept to instructing Carlsberg’s employees to camera and lighting, editing and final presentation. Despite the use of just a single camera and the need to quickly set up in multiple locations, the production quality was kept high, presenting Carlsberg’s talented employees at their best.
Outcome: 10 beautifully presented employee interviews that brought working at Carlsberg to life for its talent recruitment effort.
“Thanks again for a great and inspiring day last week! It was a pleasure to work with you!”
MARKETING EXECUTION CHALLENGE
“COVID-19 has ruined our video plans!”
“I’m impressed by how well our Sustainability campaign turned out – despite the barriers presented by COVID-19. I’m inclined to think these are the best films we’ve ever made.”
With COVID-19 raging, Arla Foods Ingredients had to abandon plans for a series of videos, shot in a production plant and at headquarters, highlighting its impressive sustainability activities. Without the access we needed to these locations – and therefore without being able to show the key infrastructure around which the original plan revolved, we quickly helped the client to rethink and change direction. The new concept focused on subject matter experts, was filmed in sports stadium and supported by 3D printed models, special effects and, of course, a green screen.
Outcome: The forced rethink set a new, higher standard for the company’s videos.
MARKETING EXECUTION CHALLENGE
“COVID-19 has ruined our video plans!”
With COVID-19 raging, Arla Foods Ingredients had to abandon plans for a series of videos, shot in a production plant and at headquarters, highlighting its impressive sustainability activities. Without the access we needed to these locations – and therefore without being able to show the key infrastructure around which the original plan revolved, we quickly helped the client to rethink and change direction. The new concept focused on subject matter experts, was filmed in sports stadium and supported by 3D printed models, special effects and, of course, a green screen.
Outcome: The forced rethink set a new, higher standard for the company’s videos.
“I’m impressed by how well our Sustainability campaign turned out – despite the barriers presented by COVID-19. I’m inclined to think these are the best films we’ve ever made.”
SALES CHALLENGE
“Who can handle such a complex topic?”
“Thanks so much for this – our CFO only had a few changes then we were ready to go!”
Even when you’ve been in business for over 50 years, you’re the global No.1 in your space and have 270 company locations around the world, tendering for large supply contracts still demands that you can describe your company’s ability to deliver on its promises with a “statement of economic and financial standing”. But who can help create a clear, well-structured and convincing document that contains all the right information? A lawyer – too dry! An ad agency – too creative! An accountant – too many numbers! We combined our business backgrounds with communication skills to explore the typical requirements of tender processes, cross-checking these against regulatory requirements and legal conventions.
Outcome: A concise, accurate document that was easy to read and adapt to new bids.
SALES CHALLENGE
“Who can handle such a complex topic?”
Even when you’ve been in business for over 50 years, you’re the global No.1 in your space and have 270 company locations around the world, tendering for large supply contracts still demands that you can describe your company’s ability to deliver on its promises with a “statement of economic and financial standing”. But who can help create a clear, well-structured and convincing document that contains all the right information? A lawyer – too dry! An ad agency – too creative! An accountant – too many numbers! We combined our business backgrounds with communication skills to explore the typical requirements of tender processes, cross-checking these against regulatory requirements and legal conventions.
Outcome: A concise, accurate document that was easy to read and adapt to new bids.
“Thanks so much for this – our CFO only had a few changes then we were ready to go!”
Our showcase: contentWorks
Visit our content showcase, contentWorks, to see some of the content we’ve created for a wide range of industry sectors. With vast experience delivering blog posts, print and online articles, brochures, case stories and more, we aim to deliver stories that are meaningful and effective to our clients’ target audiences.
People are talking...
Everyone is really happy with the whitepaper, blogs and emails you produced. So thank you and your team for doing such a great job with them!
Kyra Kuik, Content Lead, Siteimprove
Thank you – and what a great piece of work you have developed! Clearly, a lot of extensive thinking and discussion has gone into this.
Peter Lund, CEO, Royal Copenhagen
Always top service, top professional, creative and well written texts for articles, press releases etc. I am VERY happy about the co-operation which has taken place for several years now.
Karina Poulsen, Marketing Manager, DESMI
I know the team was happy to work with you. Your ability to cater towards an audience with commercial people and at the same time those with an engineering background is very impressive!
Hayley Palmer, Marketing Manager, Maersk Supply Service
We’ve worked with cylindr for many years and can rely on them for our marketing and communications needs. They’ve worked on our CSR reports, press releases, email blasts, website text and much more. What’s great about the long-term relationship is that they have gotten to know the industry, our products, us as individuals and the way we work. The team is professional, helpful and fun to work with. They are always willing to help, even at the last minute, helping to meet tight work deadlines.
Lone Aaboe, Corporate Communications Manager, VIKING LIFE-SAVING EQUIPMENT
