Koppers, a leading provider of treated wood products, wood treatment chemicals, and carbon compounds, developed new core values: People, Planet, Performance. Rather than another slew of corporate principles, we needed to introduce these values in a creative, relatable, and memorable way for key stakeholders.

We brought Koppers values to life through creative branding across digital and traditional touchpoints. We launched with triptych posters to introduce each value, showcasing how they stand alone yet form a cohesive ecosystem. This branding extended to mousepads, calendars, and Zoom backgrounds, while also laying the groundwork for social media content. To top it off, 6,300 chocolate-covered Oreos and popcorn boxes, each with a CEO message, were delivered to stakeholders.

We successfully engaged more than 4,000 key stakeholders with values content, including a global network of employees, executive leadership, partners, and investors.  

Organic growth in LinkedIn engagement rate from 5.5% to 9.2%

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The campaign earned an Award of Merit at PRSA Pittsburgh Renaissance Awards in 2022.