Case Study: Canfor achieves stronger mass timber market positioning with Velocity Partners

Canfor launches Mass Timber Is The Future with Velocity Partners

Canfor, a major sustainable lumber, pulp, and paper producer, faced the challenge of moving beyond its "best price" brand narrative to proactively gain market share in the mass timber construction sector. They engaged Velocity Partners to develop a stand-alone campaign that would increase awareness of their reliable supply chain and position them as a service-led partner rather than just a product vendor.

Velocity Partners developed the "Mass Timber Is The Future" campaign, complete with a new visual identity and a dedicated microsite housing educational content, an interactive glossary, an eBook, and a promotional video. This solution repositioned Canfor as an empathetic driver of sustainable innovation and a strategic industry partner. The campaign was designed to be highly scalable and to improve the company's search credentials, though specific measurable results are not detailed in the provided text.

Canfor