Challenge

One of the largest steel companies in the world needed to find a new way to tell their story. They wanted to show prospective customers that they were less a commodity and more of a strategic partner. The first audience they were targeting was the construction industry, including architects and designers.

Solution

A brand storytelling platform that showed the human side of steel. Minds of Steel stories show how leaders in architecture and design are using the material in innovative ways. My team led the interviews, copywriting, UX and page designs, as well as marketing assets that fueled an integrated campaign. Another agency provided the photography.

Results

10.4% overall conversion rate

80% increase in time on site

833k campaign impressions

2x almost doubled the amount of pages per visit

Brand campaign platform

Full stories

Page formatting may look slightly off since there were motion assets in the stories.