Instead of doing reference cases like everyone else, we decided to show how iconic architectural designs could be constructed from wood. The content was created in the same way as in ‘real’ construction projects. We partnered with leading architects, structural engineers and construction firms, the same people we wanted to reach. We began with the Colosseum, and continued with the Empire State Building. We call this platform for continuous storytelling Plan B.

The content was created just as in a “real” project. Instead of trying to do everything ourselves, we partnered with leading professionals who shared our passion - the same types of people we were trying reach. We started with the Colosseum in Rome and teamed up with the Finnish architectural firm Helin & Co. In the Empire State Building case, , we joined forces with a visionary in the use of wood, Michael Green. Timber engineering firm Equilibrium Consulting provided structural due diligence for the project. The PR actions were implemented by the local PR offices in each market. All the content was showcased on a microsite that was also a sales tool. The first two cases were published phase by phase on the Plan B site according to schedule over the course of four months.

Our primary objective was to maximise the publicity and double

investment in earned media (target €780 000). In 4 months we

reached over 225 million people in the 8 designated markets with no paid media. There were 350/320 media hits globally and 200 in the designated countries. The value of the latter is over 5,2 million euros, giving a 1249% return on investment in PR. If you count the global publications, the ROI in PR is 1464%. These numbers do not take into account social media. The content was welcomed with 100% positive coverage as a fully credible case study of how wood can reshape the skyline of the future. Plan B has provided a platform for a discussion in our own channels and face-to-face. Customers and architect schools have contacted us wanting to create their own cases. Sales increased significantly and the order books are full (see confidential information).

Wood is the best way to both battle climate change and house a growing population, but a misunderstood alternative to concrete and steel. To reach a global audience of skeptical professionals, paid media was not an option. Instead of doing reference cases like everyone else, we showed how famous buildings could be constructed out of wood. With no paid media, we generated 350 media hits and reached 225 million people in the designated markets. Sales increased significantly and the order books are full. Plan B is a great example of how b2b doesn’t have to boring.

The target group was spread around the world and the construction process. Reaching our end-customers, the construction companies, was not enough. We wanted to build awareness of MetsäWood among architects and add KertoLVL to their toolbox, correct widespread misconceptions among engineers and build trust in wood among construction companies. The PR focus was on 8 designated markets (US, UK, France, the Netherlands, Germany, Denmark, Sweden, Finland).

The primary objective was to maximise publicity and double the investment in earned media with PR alone. The content had to create high-level interest and work in our own channels, including sales meetings.

Each divided into three phases and planned together with leading professionals. This way each professional group got interesting content. The phases were published one by one. The first two cases were published on the Plan B site over the course of four months.

Metsä Wood's Kerto® LVL (laminated veneer lumber) is used in all kinds of construction projects. It is successful and well known in Finland, but not abroad. Our main competitor wasn’t a specific product but rather the weak reputation of wood products generally.

We wanted to spread awareness of the possibilities of wood and tackle widespread misconceptions. Wood is renewable, sustainable, strong, light and beautiful. However, the industry still has many misconceptions concerning e.g. fire safety. The industry convention is to use reference cases to demonstrate possibilities. How could we reach a sceptical and dispersed professional target group in eight designated target markets? Paid media was never an option.

The primary objective was to maximise publicity and double the investment in earned media. The content had to generate earned media and be adabtable to our own channels - from newsletters and social media to sales.