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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

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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.

Additional Hammermill Work

Paper Made Right™ Brand Video

Making quality paper is extremely important to Hammermill, but just as important is how they make it. Their papers are made with renewable resources from sustainably managed forests.

Digital Paid Media

Targeted social posts, aimed to increase awareness around core brand pillars and timeline events such as tax time.

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Ongoing Social Media

Strategized, concepted and developed ongoing social media content for the Hammermill brand channel.

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