The CMI Content Marketing Awards celebrate visionary work that elevates content marketing to a business-defining strategy. The industry's longest-running recognition program, the Awards represent the highest achievement in content and marketing.
Everyday Heroes for ABB Electrification ServiceEveryday Heroes for ABB Electrification Service
Best B2B Branded Content Campaign
July 15, 2025
Category: Best B2B Branded Content Campaign
Project Name: Everyday Heroes for ABB Electrification Service
Company: Mahlab and ABB Electrification Service
ABB, a global leader in electrification and automation, launched its Electrification Service (ELSE) division in 2022 to establish itself as a credible service partner in managing complex electrical infrastructure. The Everyday Heroes campaign aimed to overcome market inertia by humanizing ABB’s service value proposition, focusing on the people delivering ELSE services rather than the services themselves. The campaign addressed dual imperatives: driving external commercial awareness to unlock growth and building internal alignment to fuel advocacy among ABB’s 110,000 employees.
The 2023 launch introduced ELSE through authentic stories of service professionals solving real customer challenges, creating a powerful brand platform. In 2024, the campaign evolved to deepen impact, shifting focus toward positioning expert service as a strategic differentiator. Mahlab optimized the campaign by reassessing channels, doubling down on high-performing platforms like Google, LinkedIn, and YouTube, and introducing new formats such as Spotify audio/video ads and LinkedIn Connected TV. Advanced audience segmentation targeted high-opportunity sectors like data centers, utilities, and oil and gas, while multilingual creative localization extended reach to non-English-speaking markets.
Internally, tailored edits were distributed via Yammer, global town halls, and leader communications to align employees with the ELSE narrative. The campaign achieved historic results for ABB, including millions of impressions globally, a double-digit video view rate, and improved cost-per-click efficiency. By blending brand storytelling, audience intelligence, and internal communication, Everyday Heroes catalyzed a shift in how ABB presented itself, solidifying its position as a differentiated global partner in electrification services.
Why they're award winning:
Humanized branding: Focused on the people delivering ELSE services, creating authentic, relatable stories
Optimized channels: Leveraged high-performing platforms like Google, LinkedIn, and YouTube while introducing new formats such as Spotify ads and LinkedIn Connected TV
Advanced segmentation: Targeted high-opportunity sectors and job functions, ensuring precision in audience engagement
Historic results: Achieved millions of impressions globally, a double-digit video view rate, and improved cost-per-click efficiency, setting new benchmarks for ABB Electrification Service