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.

The program exceeded the goal of 7,000 new DSP activations and provided our client with a structured approach to distributor recruitment and activation.