Building thought leadership in a global B2B market

UPM Pulp needed a reliable partner to design, produce, and develop a brand narrative that could build genuine thought leadership on complex topics like sustainability and sustainable forestry — across both digital and traditional channels.

Vapa established an ongoing digital and content marketing partnership built around the 'Big Rock' production model. This approach starts with one high-value, resource-intensive production — such as a comprehensive Sustainability Handbook — and breaks it down into multiple formats: articles, social posts, and videos, distributed across channels. With a strong focus on LinkedIn, Vapa ensures that UPM Pulp's expertise reaches their core global audience consistently and at scale.

The multi-channel approach has driven high engagement and strengthened UPM Pulp's position as a forward-thinking leader in the global pulp industry. Key campaigns have achieved an average engagement rate of over 20% on LinkedIn.