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The Challenge
Södra is a cooperative of more than 52,000 Swedish forest owners, with excellence in sustainable forestry. Following Södra's acquisition of British timber company, Crown Timber, Clear B2B was commissioned to help Södra retain customers and establish the Södra brand in the UK.
Solution
Clear’s communications strategy was an integrated PR programme focussing on the importance of delivering sustainable timber supply to the UK market, and building the case for timber as the construction material of choice to meet UK housebuilding and carbon emissions targets.
We kicked off with a customer and press launch at the Swedish Ambassador’s residence in London, positioning Södra as the authoritative thought leaders on pertinent industry issues. The messaging was brought to life through a trip to Sweden for UK press, enabling Södra to seize share of voice. Södra reached an audience of over two million in the first year and ROI was four times the investment made on PR.
A new website, complete with downloadable resources, was also developed with the needs of its UK audience front of mind. The new website attracted 68% more traffic and increased dwell time by 47%.
Market sales increased 12%, contributing to a record-breaking financial year, and Södra was voted Builders Merchants Journal’s Best Timber Brand in 2019
Clear has helped us drive the conversation around timber and position Södra as the leader in delivering sustainable timber supply. When customers tell us that they’re seeing your face everywhere, and you’re winning business, you know your brand communications initiatives are working.
