Case Study: Content & Thought Leadership
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Lyrba USA is a Texas based plastic manufacturer focused on PET sheets production for the plastics industry.
When Lyrba USA began working with Carrot IBC, the company was entering the market and needed a stronger brand presence. We initially helped develop a brand identity along with clearer messaging. After that, they wanted to establish social media presence.
main goal
Strengthen Lyrba USA’s presence in the PET manufacturing and recycling industry through content aligned with its vision.
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01
Audit & Research
Before developing the content direction, we analyzed how companies within the plastics manufacturing and recycling industry were communicating across LinkedIn and other digital channels.
The research focused on:
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Communication styles
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Competitor content approaches
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How sustainability was being presented across the market
Findings
Much of the industry content relied on generic corporate messaging or highly technical communication with little brand personality.
We identified an opportunity to position Lyrba through more educational and industry focused content connected to sustainability, manufacturing, and PET recycling.
We also noticed that posts featuring real plant operations, production visuals, and behind the scenes content consistently generated stronger engagement and credibility.
02
Content Strategy
After research, we developed the strategy for the brand.
Build a stronger industry presence through consistent LinkedIn content.
Create content pillars around education and industry expertise.
Develop messaging around sustainability and manufacturing.
Build a visual direction centered around real manufacturing activity.
03
Content Development
Once the strategy was defined, we developed the content system and creative direction for the brand.
This included:
Educational LinkedIn content
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Industry focused copywriting
Content centered around plant operations and product features
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Videos and photography from the production environment
THE results
A fully responsive website with improved UX and UI.
60%+ of traffic coming from organic search, indicating strong visibility.
2m 24s average session duration, reflecting solid engagement.
Consistent inbound inquiries from qualified prospects via contact forms.
04
Execution & Optimization
After launching the content system, we continued refining the direction based on performance and company needs, including campaigns tied to plastics industry trends, news, and brand goals like promoting specific features or additives.
The Integrated System for Beacon Logistics
Branding
Developed to create a stronger visual identity aligned with Lyrba USA’s sustainability vision and manufacturing direction. The branding system helped establish a more consistent presence across platforms and materials.
Social Media Content
Focused on creating LinkedIn content around manufacturing, sustainability, and plant operations through educational posts, production visuals, and industry related topics that connected better with B2B audiences.
Website
We developed a website aligned with the company’s manufacturing identity, helping Lyrba USA stand out within the recycling industry.
Go To Market
Focused on creating LinkedIn content around manufacturing, sustainability, and plant operations through educational posts, production visuals, and industry related topics that connected better with B2B audiences.