ABB - Refrigeration ABB

Complex technology only matters when it helps people overcome real challenges and move their business forward.

For ABB, Living Stone developed a content-driven strategy focused on the realities of the Food & Beverage sector — not on products, but on the ambitions, pressures, and everyday decisions of the people behind the business. Under the go-to-market program “Grow Your Way,” the end customer takes center stage as the true hero of the story. Every piece of content is designed to empower their journey, support their growth, and help them navigate change with confidence.

Frambozen met investeringsinformatie

The challenge

ABB wants to make its expertise in drives and automation more relevant to decision-makers in Food & Beverage.

The context was clear: a diverse target group, complex subject matter, and the need for more than just visibility. ABB was looking for an approach that combines substantive credibility, engagement, and measurable impact.

Expertise that connects Our approach

In this project, we fully applied our core values

content ecosystem

We built a content ecosystem around one powerful premise: listening to the market.

Based on keyword research and direct input from the sales team, we defined themes that resonate with customers and prospects. We translated these into a series of podcasts, each of which served as the starting point for broader content activation.

Each episode grew into a multi-week campaign with video, shorts, carousels, blogs, infographics, webinars, and a central landing page. Distribution ran through ABB’s own channels, LinkedIn, and YouTube — both organically and paid.

Discover the results: Video production on Refrigeration Systems

This created a scalable model that structurally builds thought leadership, makes content reusable, and allows each step in the customer journey to be measured in a substantiated way.

The result of this global campaign: over 40 million impressions across YouTube and LinkedIn and nearly one million landing page visits—proof that a single, cohesive content strategy can deliver both scale and measurable performance without relying on fragmented campaigns.