Publish your content on The Drum

Here’s why the Mondi and Adobe Stock partnership wasn’t only good on paper

True won the ‘B2B sector’ category at The Drum Awards for the Digital Industries 2021 with its ‘Catching Feels’ campaign for Mondi. Here, the team behind the winning entry reveal the secrets of this successful project...

The challenge

In 2015, packaging and paper company Mondi launched a new uncoated design paper range, Pergraphica. A ‘Premium Offset’ paper, it was developed to compete against well-known competitor brands by offering superior print quality, haptics, optics and with a wide portfolio for any creative need. However, to date, awareness of Pergraphica among its core target audience of printers, designers and creative agencies was still low.

Mondi needed a memorable campaign that could stand out, raise awareness and drive engagement. However the biggest challenge was the campaign was being launched during one of the toughest economic climates ever, with the global paper market witnessing a 20% decline in sales.

The strategy

Without a significant media budget, our strategy needed to be pin-point and work hard to generate awareness. Research from MediaCom found partnerships were twice as effective as advertising at driving brand metrics. Investing in them drove reach and ‘fame’ metrics, such as buzz around the brand.

In looking for the right brand partner it was essential to have a shared audience, complimentary offerings and a partnership that could enhance reputations and perceptions. For Pergraphica, which targets printers, agencies and designers, we needed to find a brand its audience would know, trust and love, while keeping true to its purpose.

Adobe Stock is powered by creatives, for creatives. The digital platform also launched in 2015, with the aim of making it easy to find the perfect high-res, royalty free stock images to enhance creative projects right inside the Adobe Creative Cloud, inspiring creatives to ‘make something amazing’.

The campaign

Through a perfect digital to analogue partnership, we showcased how striking photography could leap off the page, with precision and perfection. Featuring contributors from the Adobe Stock Premium Collection, ‘Catching Feels’ (meaning to fall in love) takes us on a sensory journey through six feelings, as emotive visuals are enhanced through different print and finishing techniques.

To ensure we were engaging with our audience across multiple touchpoints, ‘Catching Feels‘ was a fully integrated campaign right across the funnel from awareness to conversion, including press ads, banners, webinars, teaser videos, six featured artist videos, a launch video, social posts, blogs, podcasts, sales enablement guides, sales sheets, flyers, post cards, mailers, notebooks, stationery, emails, web pages and more.

Our hero asset was the Lookbook. Featuring over 300 carefully selected images, across 107 pages, 53 with special finishing techniques, using 16 paper types, six feelings and featured artists, and four different printing technologies, it is a complex book demonstrating the superior performance of Pergraphica paper.

The campaign included a ‘making-of’ film, with footage of the book being printed and finished, with interviews from Mondi and Adobe. Supporting the ‘digital to analogue’ approach, these were accessible via QR codes within the book and promoted on social media.

The results

By partnering with Adobe Stock, we were not only able to improve reach and raise brand awareness, but the campaign also increased sales volumes by 35% and EBIT by 244% during one of the toughest economic climates ever.

Highlights included:

  • Increased unprompted brand awareness from 4% to 53% (IGEPA, 2020)

  • +67% increase in page views

  • 334% ROI in three months

  • 4.5m+ reach on Facebook and Instagram

  • 200k+ video views (+2,705% compared with most viewed videos of any Mondi brand)

  • Monthly leads volume increased by +125% since campaign launch

In partnering with Adobe, we were able to extend our communications beyond Mondi’s customers and prospects and reach a much wider audience, gaining access to a huge number of designers, art directors and agencies, aligning ourselves through a shared vision and mission. We also ensured that we included sales enablement content to help internal stakeholders drive the message forward.

This project was a winner at The Drum Awards for Digital Industries 2021. Find out which of The Drum Awards are currently open for entry.

By continuing to use The Drum, I accept the use of cookies as per The Drum's privacy policy