Eric Mower + Associates and client Domtar Paper will co-present a multichannel brand marketing case study to the Association of National Advertisers’ (ANA) Business-to-Business Committee on Oct. 24 in New York City.
EMA Managing Partner Matt Ferguson and Domtar Director of Advertising & Communications Kathy Wholley will lead “Domtar: Relaunching a Brand, Crushing Convention.” B-to-b brand marketers will hear how Domtar used an integrated marketing approach to create demand by becoming a champion for the category, while at the same time helping its brand rise above commoditization.
Domtar, a global leader in office paper, was facing headwinds with the environmental push for paperless. The company wanted ideas to counter “paperless,” but also build the case on a “green” platform. EMA created the award-winning “Paper Because” campaign to show that paper plays a vital role—to both people and conservation efforts. A series of Really, Really Short Films also poked fun at the paperless office.
EMA’s research showed that paper is important and indispensable in many aspects of business and personal life. It also showed that business buyers and consumers didn’t recognize its environmental benefits, including the fact that paper is one of the most recycled materials on earth. The position around which the campaign was built: Paper is good. Pass it on.
Paper Because did more than raise eyebrows and cause snickers; it turned a commodity into something special, positioned Domtar as a thought leader, and increased purchasing intent for Domtar among once-ambivalent office supplies buyers by nearly 100%.
The ANA Business-to-Business Committee focuses on the unique challenges facing b-to-b marketers, including product, sales, target audiences, marketing communications strategy, agency management, the marketing/sales relationship, measurement, ROI and more. The committee provides a forum for education; networking; and discussion that helps elevate individuals in their respective organizations and enhances b-to-b marketing throughout the advertising industry as a whole.