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Metsä Group, a leader in sustainable forestry, faced a challenge: how to communicate the fascinating and ever-evolving aspects of their business in a way that resonates with a broader audience. From innovative materials to sustainability efforts and the science behind forestry, there were so many stories to tell, but they needed a fresh, engaging way to tell them.

We dove into the heart of their business, reimagining how Metsä Group could connect with people on Instagram. The focus was on storytelling—bringing out the unexpected and lesser-known aspects of the forestry industry. We crafted a new content strategy that covered everything from materials innovation to the impact of sustainability, and even the exciting world of nature science and technology.

Through both captivating visuals and concise, snackable stories, we brought the audience closer to Metsä Group’s world. Our goal was to make it easier for people to connect with the brand by sharing bite-sized insights in a fun and engaging way.

We didn’t just create content—we empowered Metsä Group’s internal team with a style and content guide, ensuring they had the tools to keep the momentum going. To kick things off, we developed a series of posts to cover the first few months, giving them a strong foundation to build on as they move forward with this refreshed social strategy. The result? An Instagram presence that not only informs but also captivates and inspires a whole new audience.