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ArcellorMittal
ArcellorMittal

CLIENT

ArcelorMittal

ArcellorMittal

DESCRIPTION

ArcelorMittal was eager to amp up its brand and connect with two different audiences: the auto industry folks like body designers, engineers, and procurement professionals, and the local community members near its plants, like job seekers and neighbors. By shining a spotlight on ArcelorMittal’s people in the brand story, we brought a whole new angle that's not the norm in the industry. The campaign successfully met the unique needs and interests of both groups, all while showing off the company's dedication to top-notch quality and community involvement.

SERVICES

Strategy & Planning

Launch Campaign

Print & Digital Advertising

Radio/OOH Campaign

Programmatic/Retargeting

Campaign Landing Page

Media Program/Big 10 Sponsorship

Social Media Program

We Are ArcelorMittal.

FORGING A REVOLUTIONARY APPROACH

ArcelorMittal wanted to tell a story centered on its cutting-edge processes and products that save energy and cut carbon emissions. We took that story one step further by putting the spotlight on the real stars of the show: the people at the company who are revolutionizing the steel industry. We visited a local plant to gain the perspectives of the people who are redefining the steel industry, and snapped some stunning photos of these innovators in their element. 

The journey to rebranding began with a deep dive into what makes ArcelorMittal truly unique. 

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MEDIA LEVERAGE  

Celtic went all out with a media plan that covered all the bases. We hit up industry events, got ArcelorMittal’s name out in trade publications, used programmatic ads to target the right audience, spread the word on social media with all kinds of industry insights, company news, and even struck some strategic deals with the Big Ten conference. All in all, this game plan elevated the company's prominence. 

Celtic sparked a dialogue among industry professionals, highlighting how ArcelorMittal was redefining the steel industry.

CONNECTING COMMUNITIES 

Celtic didn't limit our efforts to industry outreach; we extended the brand dialogue directly to the communities neighboring ArcelorMittal plants. Through targeted ads, we shared news of job openings and encouraged local engagement. Additionally, we strategically positioned outdoor ads near the plants, showcasing ArcelorMittal's dedication to its communities. Radio ads amplified awareness of career opportunities, ensuring everyone was informed about the organization's potential. 

The brand conversation was extended to the communities where ArcelorMittal operates.

4.8 mil

industry impressions

DRIVING IMPRESSIVE IMPRESSIONS

Celtic drove nearly 5 million impressions industry-wide, a 25% YOY CTR increase. In addition, auto-specific media delivered over 850,000 impressions with visitors spending more than one minute on the campaign landing page. Equally effective was engagement to the sponsorship/community landing page, representing more than 16,000 clicks and 81% improvement YOY.

KEVIN BEAUSEIGNEUR, CREATIVE DIRECTOR, CELTIC CHICAGO

ArcelorMittal aimed to reinforce its brand presence and engage two diverse target audiences: the automotive industry and local communities around its plants. Putting ArcelorMittal’s people at the center of the brand narrative provided a unique perspective not typically seen in the industry.

MANUFACTURING

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Sample

FLEXCO

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