The objective was to bring ABB’s Engineered to Outrun brand positioning to life through the launch of Emax 3 in Kuala Lumpur, using an iconic location and bold storytelling to reflect the cutting-edge technology powering the region’s digital transformation and growth.
LinkedIn was selected as the central channel for the global launch event of ABB’s Emax 3 air circuit breaker in Malaysia, reaching technical decision makers and driving strong engagement around a defining product moment. The event marked the official announcement and the beginning of global launch activity across multiple markets.
Beyond awareness, the ambition was to tell the story of a highly technical product in a new and innovative way. Rather than leading with specifications, the team brought audiences inside the launch itself, capturing atmosphere, live reactions and the surrounding scenery to create an immersive experience tailored for LinkedIn.
A key objective was to create a disruptive moment that would command attention in feed. This was achieved through a large-scale projection onto one of the tallest buildings in the world at Merdeka 118, transforming a technical announcement into a bold visual statement.
The team set out to build anticipation ahead of the announcement, deliver a high impact reveal, and sustain momentum through leadership, employee and Group-level amplification.
Across a tightly managed launch window, the focus was on producing high quality storytelling content that achieved industry leading engagement and expanded ABB’s presence among relevant professional communities.
The team built a content journey designed specifically for LinkedIn’s audience behaviour, creative standards and amplification potential. A digital takeover provided consistency from the first teaser to the final insight post, with tailored LinkedIn banners, profile headers, hero footage and Group channel assets.
The full approach was structured around phased storytelling. Capture and production took place onsite at the launch event, with a focus on moments that would resonate strongly on LinkedIn: the projection on the Merdeka 118 tower, leadership reactions, expert interviews and behind-the-scenes views that revealed the scale of the launch. Everything was edited and approved at speed so posts could go live while the event was still fresh, supporting the high pace of LinkedIn consumption.
Each post served a specific role. The teaser built intrigue. The launch film delivered impact. The event reveal provided authenticity. Leadership reactions from the event added trust and internal alignment. Technical insights continued relevance beyond the event. This structure allowed the campaign to keep momentum over several weeks.
Leadership and employee activation were central. Senior figures created personal posts that broadened reach beyond the event and beyond corporate channels, while employees contributed through comments and resharing. This combination strengthened authority and supported a sense of collective achievement across the organisation.
The main challenge was capturing and releasing content within a condensed timeframe around the event, while maintaining quality that would outperform typical LinkedIn benchmarks. This was overcome through careful planning, efficient workflows and strong alignment with ABB Group channels, ensuring unified messaging and increased exposure.
The result was a differentiated use of LinkedIn that combined creative impact, strong execution and meaningful internal advocacy.
The launch exceeded expectations across all social metrics and successfully delivered against the team’s objectives. The campaign generated more than 260,000 video views across organic content, with engagement rates consistently above LinkedIn industry benchmarks. Key posts achieved engagement rates between 6-8%, led by the teaser video, the launch film, and the event reveal.
Across ABB Electrification and ABB Group channels, posts were reshared 830 times and generated 6,700 reactions. The Group channel alone added more than 110,000 impressions, confirming the value of unified amplification. Leadership posts and employee advocacy contributed meaningfully to reach, demonstrating strong internal alignment and pride in the launch.
Paid activity for the event supported these results with 900,000 ad impressions and 7,700 clicks from priority markets.
The campaign delivered both reach and high-quality engagement. It created anticipation, showcased the scale and ambition of the launch, and ensured the product message landed with the correct professional audiences. The campaign also generated positive internal sentiment and revealed new opportunities for more structured employee involvement in future campaigns.