hammermill: sustainability integrated marketing campaign

An International Paper brand, Hammermill offers a variety of office papers, including copy paper for everyday documents to high-quality presentation papers. Hammermill is committed to reducing its environmental impact in the way it produces its products.

Hammermill came to us looking for a way to utilize their commitment to the environment and their high environmental standards as a way to differentiate them from their competitors.

our angle

We began by working with Hammermill to define their target audiences, as well as their current knowledge, beliefs, and motivations. From there we developed a communications matrix that prioritized audiences and defined the goals for each, which allowed us to develop key messages, channels, and tactics for each group. Based on this, we developed a campaign that would resonate with all audiences and allow Hammermill to reach their goals for each target group.

Using the communication matrix, we first targeted people making paper-purchasing decisions at large companies. Our integrated marketing strategy focused on driving this audience to question where their paper comes from, and positioned Hammermill as the ideal option for any company concerned with sustainability or environmental protection. The campaign included print and digital ads, direct mail assets, email marketing strategy and assets, a landing page featuring the Hammermill’s sustainability efforts and why consumers should choose Hammermill, a template for setting up a paper-purchasing policy, and a social media marketing strategy.

View the “Choose Certified. Choose Hammermill.” landing page >>