Side View of Laptop Displaying Olin Brass

VIDEO BRANDING – METALS MANUFACTURER

Olin Brass was the metals manufacturing arm of the Olin Corporation, one of the best-known and most diversified heavy industrial companies of 20th Century America. The firm was spun off as an independent entity in 2007, and by 2012 was seeking to reposition and rebrand itself.

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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.

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