Digital Storytelling
Website redesign for a global paper leader, powered by Drupal
Website redesign for a global paper leader, powered by Drupal
A titan of the pulp and paper industry (that wishes to remain nameless)
75%
Increase in engaged sessions
67%
Increase in views to all contact pages
381%
Increase in sustainability-related page views
As one of the most recognized names in the pulp and paper industry, our client was looking ahead to a more sustainable future. They sought to reinvent their website as a platform for change.
To establish a “new” company, the pulp and paper giant needed to develop a sustainable digital marketing presence centered on storytelling. The company has a long legacy to acknowledge, but more importantly, it has developed an exciting vision for a sustainable future—which it needs to communicate globally.
As with any company with more than a century of history, there were some challenges in embracing a digital transformation. Simply describing products across regions wasn’t enough to help businesses understand how they could provide sustainable solutions, or to help the paper titan grow market share worldwide. The new website would be a cornerstone for the new global marketing strategy, and Drupal would help them integrate anything the business needed to continue to grow.
Digitally Connected
Integrating a growing digital ecosystem to gather, pass and use data effectively
Integrating a growing digital ecosystem to gather, pass and use data effectively
While the website remains the primary digital touchpoint for their end customers, other martech systems needed to be considered when architecting the new Drupal digital platform.
Customer engagement software, CRMs, digital advertising, and B2B analytics tools were all part of the growing ecosystem that needed to be at the very least, connected, and in some cases, integrated, to connect their tech stack and leverage data. While simple data tracking was the obvious starting point for martech integration, laying the groundwork for an evolving, easy-to-use digital ecosystem was key.
User Tested, User Approved
Validating navigation decisions with user testing to improve user experience
Validating navigation decisions with user testing to improve user experience
By uniting individual business units and once siloed parts of the business, the new way customers can navigate their vast catalog of products is easier to understand, faster to use, and more manageable by global marketing teams.
The website architecture was validated with quantitative user testing to ensure clear paths to the content and tools their audiences needed. On average, the new site performed with a 91% task completion rate, proving an improvement in overall experience.
Global Reach, Local Content
Building a localization strategy with Drupal, to make content fit for users around the world
Building a localization strategy with Drupal, to make content fit for users around the world
Changes in demand for products around the world continue to threaten the shipping industry, putting an intense strain on companies that need to be faster to adjust. Our client needed an agile marketing platform that allowed for product updates, campaigns, and content changes to happen asynchronously, and globally.
Powered by Drupal with a localization strategy we formed after partnering with dozens of international companies, the site is fully equipped to scale to new regions. Languages and localized products can be managed independently, so that different product teams across the world can localize offerings (and translate content) within their locale—easily and without developer assistance.
Flexible Design
Staying on-brand with a flexible, component-based design
Staying on-brand with a flexible, component-based design
A challenge that companies of this size often have is design governance. Bringing a new brand to life at scale, and more importantly, keeping it on brand as the website continues to evolve is a fine balance. Too much freedom when it comes to component-based design, and regional marketers can start to deviate and create visual disconnects. However, too little flexibility means marketers can’t deliver the right messages in the right ways. A flexible, yet sustainable design system lets the company’s new brand stretch where needed and remain consistently strong across the globe.
With 2024's mass required migration to the new era of Google Analytics, GA4, Google’s new event-based standard means orgs can configure more precise and granular tracking—if you know what you’re looking for. We helped this client make the jump to GA4 and build a new tracking strategy to ensure accurate data going forward.
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