AkzoNobel – Converting Brand Excitement into Customer Acquisition and Loyalty

AkzoNobel is a leading global paints and coatings company active in more than 150 countries. They have a compelling story to tell, with a powerful brand voice – a voice that must carry across all their product lines, with variants that can resonate depending on the audience.

The Opportunity

They challenged Flightpath to devise and implement a global social and digital strategy and execution plan targeted to a variety of consumer (B2C) and professional (B2C) constituencies.  Our main objectives are to build brand awareness, introduce new products, generate leads, acquire new customers, and maximize purchase continuity.

The Solve

Push brand interactions and generate actionable new business leads via brand/use-case specific social content and ads in conjunction with a targeted paid search campaign.


How and Why

To reach a broad spectrum of audiences around the world, our social platforms of choice include:

  • Facebook / Instagram
  • LinkedIn
  • TikTok
  • WeChat

We produce and deploy a broad array of dynamic social content that follows three tracks:

  • Above Brand/Master Brand Messaging
  • Brand-Specific: With a focus on products, usage, tips and tricks
  • Regional: With unique content for the Chinese market and other regional considerations

Our social content is amplified by a targeted B2B and B2C paid social media campaign and paired with a paid search effort that works to target those that have expressed some purchase intent.  Flightpath partners closely with AkzoNobel’s PR and Creative agencies to ensure all brand communications are in harmony and reinforce one another. 


  • Meta: impressions and reach with significant gains of 122% and 62% respectively.
  • WeChat: 25% year over year follower growth.

About Flightpath

Flightpath is a digital marketing agency based in NYC. They help organizations of all sizes navigate the complexity of today’s digital world to achieve results.