Hammermill Paper
How a video campaign made paper more relevant to digital natives.
Client
Hammermill Paper
Year
2023
Type of Work
Social Video Campaign
Work Involved
Concepting
Storyboarding
GD/AD
Editing Oversight
Among younger generations, the relevance of paper is often questioned. So, when it comes to attracting a youthful audience, Hammermill® paper faces a significant challenge. Ironically, we found an opportunity to overcome this challenge through Instagram, one of the most popular social platforms among Millennials and Gen Z.
By delivering the type of short-form entertainment this platform thrives on, we believed Hammermill could not only maintain but even enhance its relevance to the younger, digitally savvy audience. Ultimately, we aimed to show that paper can have a place in a digital world.
300%
typical engagement rate
+10.5%
instagram followers
59
average saves
per post
Hammermill had long positioned itself as Paper Made Right™, emphasizing its suitability for business, environmental responsibility, and American manufacturing. However, our approach lacked a humorous angle until we conceived the idea of a character whose creative endeavors consistently fell short, despite using Hammermill paper. This led to the creation of our endearing yet inept artist.
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Utilizing our in-house expertise, specifically our Director of Digital Marketing, we crafted several scenarios featuring this artist whose preferred medium is Hammermill paper. Her obliviousness to her lack of talent and pride in her comically unsuccessful projects became central to our campaign.