Stories That Grab Headlines and Results That Stack Up
No one speaks louder for our industry like the Paper and Packaging – How Life Unfolds® consumer campaign. And it hasn’t happened by chance. Today’s impressive numbers are the result of rigorous research, a smart strategy and careful audience targeting to reach consumers and customers that matter.
We created a thriving marketing ecosystem that, much like our forestland, relies on a continuous loop to sustain itself. But our dynamic cycle of content, reach, engagement and action feeds a much larger, even global ecosystem. With more than 11B impressions and 282K followers to date, we have been able to deliver a unified message at a scale. Plus, we’re great amplifiers of our industry’s content from #Forestproud to Fibre Box Association to AF&PA, and many more. Just check out my recent blog post featuring the Paperboard Packaging Council’s newest study that shows that most frozen food packaging can be recycled.
This month, the Paper and Packaging – How Life Unfolds® consumer campaign won the Content Marketing Award from the Content Marketing Institute for Best Overall Editorial in Digital. The award recognizes our digital content as compelling, as well as actionable – with a 30X increase in print and download actions – that readers want to absorb every word and linger on every page.
Our content not only garners consumer and customer engagement on a notable scale, but puts paper and packaging in a culturally relevant light. From our pop-up Shoebox Museum showcasing paper-based packaging that tapped into a fast growing sneaker trend among consumers (with coverage from 40 media and business decision maker, lifestyle influencers) to our Next Great Package Design series where we went behind the scenes of cutting-edge packaging design from brainstorm to finished product (totaling 6.5M video views), we communicate the benefits of paper products to a mass audience in timely ways.
We did not get the campaign pitch perfect from the start. Marketing is an iterative process! And because we are nimble and responsive we were able to modify our early creative approach to introduce and showcase our lovable brand ambassadors, Casey and Page.
Take a closer look at your campaign by taking a closer look at all the numbers in our 2020 State of the Campaign Report! In 2019, the campaign generated 45% of the positive news stories and social media conversations about paper and packaging. We know we haven’t done it alone, we’ve done it together. And, we’ve never been prouder of all we have accomplished.