PROBLEM

While the Olin name was widely known during its heyday in the mid-20th Century, by Y2K it meant little in an industry that had come to be dominated by international players, notably in Western Europe and mainland China. Compounding the problem: the company had a weak digital presence with a dated website and no cohesive self-marketing strategy.

SOLUTION

MA1440 developed a rebranding strategy centered on Olin Brass’s 100th anniversary, with content focused on the company’s two most marketable strengths: its nationwide infrastructure and its depth of technical expertise and engineering talent. One particularly effective component was a video series showcasing individual Olin Brass experts on the website and in a YouTube based marketing campaign.

OUTCOME

Upon launch, the video campaign yielded immediate results, generating over 20,000 views on YouTube and nearly double that in cross-channel communications on the website, social media and email communications. It also set the stage for the IPO of Olin Brass’s parent company, Global Brass & Copper Holdings, which ultimately led to the sale of the company to German metals giant Wieland-Werke AG in 2019.