It is the first company in the segment to debut on TikTok in Brazil in line with its strategy of getting closer to its audiences through digital platforms
 

 
São Paulo, December 20, 2023 – To bolster its strategy on relations and communication with its stakeholders, Klabin, Brazil’s largest producer and exporter of packaging paper and sustainable solutions in paper packaging, debuted on TikTok this year, thus becoming the first pulp and paper company in the platform in Brazil.

By joining the social network, the Company expands its presence in the digital world and strengthens its image as an employer brand. On its @klabinsa profile, the company shares videos about sustainability, investments, businesses and products in a light-hearted and playful manner, in line with the profile of videos available on TikTok. In its first six months on the platform, Klabin posted 38 videos, which gathered more than 600,000 views, with content retention exceeding the reference averages established by the platform. During the period, the company attracted more than 3,000 new followers and reached over 350,000 users.

“TikTok offers a valuable opportunity for companies to get closer to people, especially the younger generations. Using the platform, we can streamline our communications with the end consumer, a segment that is less impacted by our communication actions, since we are a B2B company. Our videos show Klabin’s operations and daily situations, explore its competitive advantages and are updated in line with current trends, to underscore our capacity to innovate and create connections with diverse stakeholder groups,” said Carime Kanbour, Communication, Brand and Reputation manager at Klabin.

Klabin joined TikTok based on a study conducted by the social network itself in collaboration with Publicis and WAR, according to which 80% of the users stated that TikTok helps them to learn about previously unknown brands and products, and 70% look for products and brands after seeing them on the platform.

Klabin on social networks

The Company currently has a strong presence on social networks, with different profiles tailored to each type of content, which add up to over 1 million fans. In 2023, around 1,600 posts were published, which totaled 131 million views considering all Klabin profiles. On LinkedIn, the company has over 900,000 followers - the highest among the companies in the sector.