Distributor Recruitment and Activation

One of the world's leading manufacturers of tissue, pulp, paper-based packaging and building products, launching an updated digital platform for its distributor network.

The platform launch needed adoption across the distributor network — a goal of activating 7,000 new distributor sales professionals, with a strategy to introduce the platform, communicate its value and motivate participation.

We developed a four-phase distributor recruitment and activation program, including a launch plan, message validation and a campaign theme. The creative emphasized a clear benefit: around-the-clock sales support that helps distributor sales professionals sell more, faster. Messaging and mobile imagery brought that promise to life, positioning the platform as a practical resource for salespeople in the field. An interactive playbook supported the rollout by showing sales teams how to explain the platform's value and help distributors get started — covering the updated user experience, including a news feed, knowledge center and product catalog, alongside mobile app guidance and quick-start resources. Dedicated sections on communications, promotions and sales tools equipped teams to introduce the platform consistently and support onboarding in individual meetings or small groups.