BillerudKorsnäs brand campaign

Sandberg Trygg has been a BillerudKorsnäs communication partner for many years. In 2014, Sandberg Trygg was asked to develop a brand campaign to increase awareness in new markets and boost brand preference. A desired consequence was to push the brand forward in the value chain.

“WE CHALLENGE CONVENTIONAL PACKAGING FOR A SUSTAINABLE FUTURE”

The campaign was to communicate the essence of the company’s mission and vision statement: “We challenge conventional packaging for a sustainable future.” The BillerudKorsnäs brand should be associated with innovative thinking, smart packaging solutions and a genuine commitment to sustainability.

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B2B + SOCIAL MEDIA = TRUE

Although not very common among B2B companies, Sandberg Trygg decided to take advantage of social media and proposed a campaign site packed with a great number of different cases in different formats (articles, interviews, films and playful interactive tools) – all centred around the issues of innovation, sustainability, litter prevention and food protection. The idea was to create a buzz, by making people share the content and understand the enormity of the sustainability question, and also to make them aware of the alternative solutions available. Employees at BillerudKorsnäs helped ignite the campaign by posting material on their LinkedIn profiles.

IMMEDIATE EFFECT

The campaign showed immediate results with a rise in LinkedIn and Twitter traffic and an increase in traffic to the site. Many articles were published in branch media around the world.

Read more at challengeconventional.com

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