Industry campaign reaches record high engagement | The Paper and Packaging Board Skip to main content
Home
The Paper and Packaging Board
The Paper and Packaging Board
  • About Us
    • Board & Governance
    • Our Staff
    • FAQs
  • The Campaign
    • Media Resources
  • Box to Nature
    • FAQs
    • PACK EXPO
  • Industry Resources
    • Marketing + Sales Toolkit
    • Industry News
  • Sustainable Thoughts Blog
Campaign Highlight

Industry campaign reaches record high engagement

Casey and Page Banner
August 10, 2020

Having made it to the pivotal six-year mark, campaign impact for our industry matters now more than ever. The continuance referendum, scheduled October 12-23, is quickly approaching, and I am pleased to report that our award-winning marketing program, the Paper & Packaging – How Life Unfolds® campaign, produced record high consumer engagement and even stronger consumer preference for products and packaging made of paper.

Targeting both consumers and business decision makers, the campaign generated more than 100 million video views, 3.1 million website visits with 70,000 downloads in 2019, and reports a 12:1 ROI for the industry.

When our campaign first launched in 2014, it targeted an audience of 38 million highly valuable paper users and purchasers responsible for 49% of grocery trips and 47% of online orders. The campaign advertising, social media approach and content-driven messaging expanded this target audience to 50 million people (or 35% of the U.S. population) without losing value (Isobar, October 2019). Plus, strong calls to visit howlifeunfolds.com make our website a prolific information hub to help drive overall purchase intent for paper and paper-based packaging products.

“Since beginning a unified national campaign in 2014, we’ve seen an improvement in consumer attitudes toward paper-based packaging, especially when it comes to innovation and product protection,” said Michael Doss, President and CEO at Graphic Packaging International, LLC.; and Chair, Paper and Packaging Board.

Looking ahead we are exploring how we tell our industry’s less known sustainability story to help reinforce this larger audience’s purchasing decisions and their propensity to consider their impact on the planet.

More than 400 people registered for one of four industry webinars last month to learn about the campaign’s overall progress! If you missed my presentation, or want to find additional information about how we’re creating preference, increasing engagement and driving purchase intent, watch our State of the Campaign video, view our State of the Campaign flip book or listen to a recording of our webinar here.

Strategy. Stories. Scale. Success. Six years in, it’s all come together for our industry.

Print IconCreated with Sketch.

The Latest Blogs

Forest pathway
Campaign Highlight

10+ Years of Delivering Results to the Industry: We’re Changing Perceptions

Paper products on a desk
Productivity

This Earth Month, Ditch the Screens, Buy Products in Paper Packaging and Embrace Your Inner Papertarian

Family Tree Movie Cover
Resource Stewardship

A Front Seat to the Power of Family-Owned Forests and Their Legacy

Innovative Ecommerce Packaging
Innovation

Paper Is the Answer on Sustainability. But Innovation Is the Key to Getting Consumers to Embrace It.

Kids in the classroom
Learning

The Benefits of Learning on Paper

Facebook Icon Created with Sketch. Instagram Icon Created with Sketch. YouTube Icon Created with Sketch. LinkedIn Icon Created with Sketch. TikTok Icon Created with Sketch.

When you use paper products, you’re doing your part to help the planet. Because the paper, packaging and boxes you rely on every day are designed to be easily recycled. In fact, paper is one of the most recycled material in the U.S., and it comes from a natural and renewable resource—trees. Choosing paper products encourages U.S. forest owners to grow and maintain healthy forests, nearly twice the amount that’s used to make the products we need. Follow us on social for more.

Case and Page
ppb-logo-white

Footer Menu

  • Contact Us
  • Media Resources
  • HowLifeUnfolds.com
  • Privacy Policy
  • Terms of Use
  • Copyright Policy
  • Association Partners

© 2025 Paper and Packaging Board. All Rights Reserved. This website contains links to third party sites. The Paper and Packaging Board is not responsible for the content or privacy policies of other websites. The paper and packaging character(s) is a trademark of Paper and Packaging Board. Cannot be used or reproduced without permission of the Paper and Packaging Board.

Secondary Mobile Nav

  • Contact
  • Policies
  • Media Resources