The Challenge:
Envu was a newly-branded B2B environmental science company built on the foundation of Bayer Environmental Science but with a new name and vision that had yet to be defined and declared. Immediately upon launch, Envu needed to establish itself as the category leader despite having zero brand equity. The challenge was to create a brand that would resonate globally across many diverse business segments and customer bases, telling the story of this new company in a way that connected with all audiences. Envu needed to communicate its complete focus on the future of our environments, ensuring that its name and vision would break through the category and build awareness and credibility from day one.
Envu was a newly-branded B2B environmental science company built on the foundation of Bayer Environmental Science but with a new name and vision that had yet to be defined and declared. Immediately upon launch, Envu needed to establish itself as the category leader despite having zero brand equity. The challenge was to create a brand that would resonate globally across many diverse business segments and customer bases, telling the story of this new company in a way that connected with all audiences. Envu needed to communicate its complete focus on the future of our environments, ensuring that its name and vision would break through the category and build awareness and credibility from day one.
The Opportunity:
The opportunity was to position Envu as a forward-thinking, environmental leader, committed to shaping a future where nature and society thrive together. By identifying the chance to claim its role as the "environmental future company," the brand campaign needed to convey Envu’s vision across all eight business segments, showing how the company serves its partners while ensuring that the world’s greatest works of society and nature can flourish.
The campaign, "Be a Force with Nature," told the story of how Envu fuses the power of nature and society, both of which can be unstable and unpredictable forces. At Envu, the two forces are harnessed to push each other to create a better tomorrow. This future-focused narrative emphasized how Envu’s solutions would shape a sustainable and thriving future for all. Comprehensive toolkits were developed to support the global rollout, ensuring the campaign could be adapted to different regions and languages while maintaining a consistent global message.
Results:
From unknown to leader, Envu’s campaign transformed the company’s standing in the market. The early rounds of brand health tracking demonstrated the campaign's success in establishing Envu’s identity and driving awareness, consideration, and favorability.
From unknown to leader, Envu’s campaign transformed the company’s standing in the market. The early rounds of brand health tracking demonstrated the campaign's success in establishing Envu’s identity and driving awareness, consideration, and favorability.
54% brand awareness (from 0% at launch)
34% increase in consideration
74% of respondents had a positive or favorable opinion of the brand
The success of the launch set the stage for continued growth and established a solid foundation for the future of Envu.
Deliverables:
Brand campaign video, segment videos, print collateral, web and digital assets, social posts, email campaigns, and a toolkit implantation guide.
Brand campaign video, segment videos, print collateral, web and digital assets, social posts, email campaigns, and a toolkit implantation guide.
