The campaign used media relations to gain online and print coverage to communicate the company’s messaging on a global scale. The eleven month campaign consisted of several mini campaigns, each with the ambition of positioning Sandvik Coromant not only as a company with industry-leading products, but a business that is leading shifts in perspective across the metalworking industry. Taking a bespoke approach for each region, while maintaining uniform messaging, was key.

Sandvik Coromant bases its marketing activity around four core content pillars: sustainability, innovation, digitalisation and people. Communicating these pillars globally was key, but naturally, each region has very different stances, opinions and environments for these themes. To align with these focuses, we conducted research into the how manufacturers are navigating these themes in each region. Research included reports and surveys from Pricewaterhouse Coopers (PwC), Mckinsey and Company and the World Economic Forum. We found that, for instance, a Digital Factories 2020 report PwC found that 98 per cent of manufacturers expect to increase their efficiency through use of predictive maintenance. We also knew that the Americas market, for instance, was substantially behind Asia and Europe in terms of digitalisation, so our content needed to reflect that. Other third-party research focused on industry responses to COVID-19, and how manufacturers were adapting production.

Primary research required extensive interviews with Sandvik Coromant’s technical engineers from each region. This was conducted by Stone Junction’s in-house language speakers, to ensure the team thoroughly understood the state of the market — and the engineering terminology required to communicate effectively in each country.