Challenge
Spotlighting sustainable packaging
Metsä wanted to promote its new Pro FBB Bright lightweight paperboard and generate net new leads in the process. I helped the company develop an awareness campaign that did exactly that.
Solution
Letting the facts do the talking
I took charge of messaging strategy and copywriting across the campaign. Our aim was to drive downloads of a gated brochure and capture leads via LinkedIn forms. My first task was to come up with a campaign tagline ——”More than your average paperboard”——which the client liked so much they started using it for event promotion before our campaign was live.
Once the positioning was settled, I wrote copy for the brochure, landing page, and accompanying social assets. Sustainability is a hot topic in the food industry, but claims of eco-friendliness attract scrutiny. That’s why I kept all content clean and factual. Metsä had done a lot of work to produce verifiable environmental data about their product, and my main focus was giving those figures enough space to make an impact.
Results
Big brands, big wins
The Metsä team were thrilled with the engagement our campaign delivered, which helped increase market presence and generate impressive leads to carry forward along the sales funnel.
3+ million
Ad impressions over 8 weeks.
Agency referral
Referred to Metsä Global for further engagements.
19
New enterprise leads including Coca-Cola, Kellogg Company, Nestlé, PepsiCo, and Mars.