How paper brand Mondi ripped up the rules by investing in a downturn
True and Mondi won at The Drum Awards for B2B in the Best B2B Sponsorship/Partnership Program category for Catching Feels. Here, we find out more about what went into this successful campaign.
Paper brand Mondi rips up the rules by investing in a downturn
Paper manufacturer Mondi has taken a leaf out of the counter-cyclical investment playbook to launch a sales campaign in the depths of the Covid-19 pandemic to arrest the significant market decline.
Faced with an industry in turmoil Mondi responded with a flight to quality, promoting its premium Pergraphica stock as a readymade solution for creative print projects.
Drawing an emotional response from audiences the campaign sought to engage the heart in a market traditionally focused on hard facts and figures.
Mindful of the need to avoid a flash-in-the-pan temporary boost to sales Mondi also prioritized long-term relationships and commitments to set the stage for future growth.
True was brought on board to achieve the impossible to help stimulate demand from creatives, artists, designers and agencies. A partnership with Adobe Stock also helped the brand to level up by riding the coattails of a dominant brand.
In this way, Mondi was able to showcase striking photography on premium paper which encourages a tactile response from the holder.
To support the launch a phalanx of communications outlets was embraced to drive conversations from press ads to banners, webinars, and teaser videos. Social posts, blogs, podcasts, flyers, postcards, mailers, notebooks, stationery, emails and web pages also ensured no paraphernalia went unutilized in the pursuit of custom.
As a consequence True expanded reach and engagement while sticking to the same media spend, with sales inquiries up 87% and project wins improving by 68%. Moreover, sales volumes jumped 85% and market share doubled from 13 to 26%.
This is particularly impressive for coinciding with a 20% decline in sales for the broader paper market.
This campaign was a winner at The Drum Awards for B2B 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.