The Elements
Stories of building blocks
TikTok Videos
A major EU chemical industry representative, operating across 20 countries, faced a glaring disconnect. Their life-saving innovations - from sustainable packaging to pharmaceutical breakthroughs - were drowning in technical jargon. This wasn’t just a marketing problem; it was a democratic deficit. If citizens couldn’t understand the industry, how could they trust it?
Challenge
Tasked with revitalizing stagnant social engagement, we confronted a dual challenge: chronically low metrics across platforms and costly ad spend due to niche audiences.
Objective
To break through, me and my team pioneered a culturally nuanced content strategy - producing a series of short- format, high-energy videos inspired by TikTok’s dynamic style (adapted for LinkedIn/Google ads, YT shorts). Each video leveraged hyper-localized humor and relatable narratives to resonate across 20+ national markets, requiring alignment from every national sector head - a feat achieved through meticulous cultural calibration.
Results
Key to our success was assembling a hybrid creative team: professional cinematographers, diverse amateur & professional actors, and critically, stand-up comedians from different countries who pitched scripts balancing universal themes with region-specific satire. This approach transformed policy-driven messaging into shareable entertainment, driving unprecedented engagement while satisfying stringent stakeholder approvals. This light-hearted approach helped us gain 4,1 million ad impressions, with a cost-per-view 4x better than industry averages.
