Headquartered in Upper Austria, Lenzing AG is a global leader in the ecologically responsible production of specialty fibres based on cellulose and recycled materials. In addition to the Lenzing umbrella brand, the Lenzing Group comprises several product brands in the fields of textile fibres (e.g. Tencel™) and nonwovens (e.g. Veocel™). As an industry pioneer, Lenzing plays an important role in promoting sustainable processes and strives for positive change in the textile industry.
2
billion euros in revenue
10
+
Digital Projects
2
Years of partnership in the digital transformation
New digital ways. Strong position in global competition.
As a global market leader in sustainable speciality fibres, the Lenzing Group is facing increasing challenges: growing international competition and higher customer expectations in the B2B environment require a comprehensive revision of the digital strategy and brand presence.
The goal of our collaboration is to create a consistent digital customer experience that integrates and optimises all touchpoints along the customer journey. At the same time, the Lenzing Group should increase its digital maturity in marketing and communication to meet future requirements.
Strategically planned. Efficiently implemented.
In the first phase of the project, we worked with the Lenzing Group to conduct a thorough analysis. We used interviews and workshops to identify optimisation potential along the digital customer journey.
On the basis of these findings, we revised the existing digital strategy and modernised the digital presence of the Lenzing umbrella brand to make it future-proof and competitive.
We also defined relevant areas for action and derived concrete measures, which were then worked out in detail in programme planning. This ensured that all activities were clearly prioritised and aligned with the strategic goals of the Lenzing Group.
Strategic focus. Relevant actions. Maximum impact.
To strengthen the digital competitiveness of the Lenzing Group, we started with transformative measures in two areas:
Review of the digital strategy: We comprehensively reviewed and further developed our existing digital strategy to align it with current market requirements and future growth targets.
Operating Model Consulting & Digital Enablement: By optimising the digital operating model, we created structures and processes that enable the efficient and agile implementation of digital initiatives. At the same time, employees have been prepared for the new requirements through targeted enablement activities.
These measures have modernised the digital basis of the Lenzing Group and laid the foundation for a long-term successful digital transformation.
Digital infrastructure. Scalable. Sustainable.
CMS Evaluation: We analysed the most commonly used content management systems and identified Storyblok as a future-proof, scalable solution that could meet the needs of a global organisation.
Implementing a scalable design system: By developing a unified design system, we created the foundation for consistent multi-brand communication while increasing the efficiency of digital content creation and maintenance.
Website relaunch: With a clear focus on usability and scalability, the websites of the Lenzing Group and Lenzing Filtration were migrated to a headless CMS (Storyblok). The multi-brand component project was supported by detailed mock-ups and now provides a flexible and future-proof platform for other Lenzing Group websites.
Strong brand. Clear message. Digital communication reinvented.
Social media brand refresh: The social media presence of the Lenzing umbrella brand was modernised to achieve greater recognition and relevance among target groups.
Social Media Operations & Analytics: Using data-driven approaches, the strategy was optimised and a system for continuous performance analysis was established to enable informed decision-making.
CEO positioning: The CEO's strategic positioning on LinkedIn strengthened his personal brand message and increased the visibility of the company's leadership.
Content audit & re-write: As part of the website relaunch, existing content was analysed, optimised and restructured to create a consistent and engaging customer experience.
From numbers to goals. Annual reports as a medium for communicating change.
For Lenzing's 2023 Annual Report and Sustainability Report, we created a combined report for the first time to showcase the company's innovation, commitment and sustainable potential.
The aim was to address the various target groups - from the press and politicians to investors and employees - and to position the report as the initial spark for real, sustainable change in the textile and nonwovens industry.
The report was produced in close collaboration with the management, corporate communications, marketing and sustainability departments under the motto "Rethink. Redesign. Rebuild.
Stay tuned!
The 2024 Business and Sustainability Report will be published in March.
Communication, agility, impact. Projects with substance.
Dedicated account management: A single point of contact acts as a central interface, ensuring rapid coordination and smooth communication.
Meeting structure: Weekly meetings, monthly performance reviews and quarterly senior management steering create transparency and enable strategic decisions.
Agile approach: Iterative approaches allow us to react flexibly to challenges and to continuously optimise together with Lenzing.
Clear target definition and prioritisation: Together with Lenzing, we define clear objectives and prioritise actions in order to deploy resources in a targeted manner and focus on the biggest levers.
Efficient resource planning: We plan resources with foresight and make optimal use of all competencies - from strategy to implementation.
This structured and collaborative approach enables us not only to deliver projects successfully, but also to create long-term value for our clients.
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