KOPPERS
Creating a Social Media CEO
Koppers is a leading provider of wood- and carbon-based technologies, products, chemicals, and services that strengthen our global infrastructure.
PROBLEM
Koppers CEO Leroy Ball needed to communicate with his global employee base during the COVID-19 pandemic. Full stop.
APPROACH
Leroy’s blue collar workers were not married to their laptop or email. So, we had to get beyond traditional internal communications.
We implemented a video-first executive communications plan that allowed Leroy to engage directly with his entire workforce, and keep them informed, on social media.
Leroy’s company-wide messages were released bi-weekly and geotargeted to reach employees at specific plant locations — a Facebook ad strategy that ensured his message reached frontline employees.
RESULTS
What started as COVID-19 updates, strategically evolved into what is now an ongoing, monthly series called “The 412” — four things to know, one thing to think about and two things to look forward to. (Can you tell they’re based in Pittsburgh?).
Over the course of two years, we successfully published hundreds of videos from CEO Leroy Ball, recorded from his very own phone and #selfiestick to reach thousands of employees.
Leroy’s videos have even featured spin-off interviews with employees, outtakes, a selfie spoof (or two), and ongoing internal communication initiatives that highlight why Koppers is a great place to work.