CLIENT
ArcelorMittal
DESCRIPTION
ArcelorMittal was eager to amp up its brand and connect with two different audiences: the auto industry folks like body designers, engineers, and procurement professionals, and the local community members near its plants, like job seekers and neighbors. By shining a spotlight on ArcelorMittal’s people in the brand story, we brought a whole new angle that's not the norm in the industry. The campaign successfully met the unique needs and interests of both groups, all while showing off the company's dedication to top-notch quality and community involvement.
SERVICES
Strategy & Planning
Launch Campaign
Print & Digital Advertising
Radio/OOH Campaign
Programmatic/Retargeting
Campaign Landing Page
Media Program/Big 10 Sponsorship
Social Media Program
We Are ArcelorMittal.
FORGING A REVOLUTIONARY APPROACH
ArcelorMittal wanted to tell a story centered on its cutting-edge processes and products that save energy and cut carbon emissions. We took that story one step further by putting the spotlight on the real stars of the show: the people at the company who are revolutionizing the steel industry. We visited a local plant to gain the perspectives of the people who are redefining the steel industry, and snapped some stunning photos of these innovators in their element.
The journey to rebranding began with a deep dive into what makes ArcelorMittal truly unique.
MEDIA LEVERAGE
Celtic went all out with a media plan that covered all the bases. We hit up industry events, got ArcelorMittal’s name out in trade publications, used programmatic ads to target the right audience, spread the word on social media with all kinds of industry insights, company news, and even struck some strategic deals with the Big Ten conference. All in all, this game plan elevated the company's prominence.
Celtic sparked a dialogue among industry professionals, highlighting how ArcelorMittal was redefining the steel industry.
CONNECTING COMMUNITIES
The brand conversation was extended to the communities where ArcelorMittal operates.
4.8 mil
industry impressions
DRIVING IMPRESSIVE IMPRESSIONS
Celtic drove nearly 5 million impressions industry-wide, a 25% YOY CTR increase. In addition, auto-specific media delivered over 850,000 impressions with visitors spending more than one minute on the campaign landing page. Equally effective was engagement to the sponsorship/community landing page, representing more than 16,000 clicks and 81% improvement YOY.
KEVIN BEAUSEIGNEUR, CREATIVE DIRECTOR, CELTIC CHICAGO
ArcelorMittal aimed to reinforce its brand presence and engage two diverse target audiences: the automotive industry and local communities around its plants. Putting ArcelorMittal’s people at the center of the brand narrative provided a unique perspective not typically seen in the industry.
MANUFACTURING
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