LIXIL – Brand-building Storytelling

Water and housing product maker LIXIL aims to create better homes for everyone, everywhere. Part of its purpose is to use its innovation and expertise to improve sanitation, hygiene and water conservation worldwide. Formative works with the company to communicate the impact of its endeavours to a varied, global audience.

Brand-building storytelling

While LIXIL is comprised of many household-name brands, including American Standard and GROHE, its corporate brand is relatively unknown within its industries and among prospective employees.

To help build LIXIL’s reputation among these key audiences, the company wanted to increase followers on social media and drive traffic to its website. Formative works with the company to continually build and reinforce its corporate brand through a regular stream of informative, accessible and inspiring content.

This multi-format storytelling – hosted on LIXIL’s owned storytelling site and amplified through an organic, paid social media strategy – is designed to raise awareness of the innovation and expertise that goes into fulfilling the company’s mission. Alongside extensive storymining and research, Formative brings this messaging to life through human voices and experiences – uncovered through interviews with LIXIL’s experts and the people positively impacted by their work.

Results

Our journalists and designers collaborate closely with LIXIL’s teams in Japan, the US and Europe as we plan and create this attention-grabbing, engaging content. This content includes feature stories, video and infographics, executive thought leadership, employee spotlights and white papers.

The impact storytelling approach has resonated with the brand’s key audiences, registering strong engagement and click-through rates on LinkedIn from groups including investors and government bodies/NGOs. Through a regular cadence of these human stories, LIXIL continues to raise awareness of its impact, creating accessible connections between the company’s corporate purpose and the issues that matter to its audiences.

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Formative’s help in telling these stories enables us to build awareness of our purpose and positive impact among key stakeholders. The team are thoughtful and inventive in their approach and tackle everything from infographics to sensitive interviews with professionalism and expertise.

— Kai Maraun, Corporate Communications, LIXIL

Services

Content, Social media, Strategy, Animation, Campaigns, Video

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