Better, Brighter, Bolder

With a refreshed brand now in market, we eyed their profit leader: premium-grade paper. I drove the creative team to produce an understated, confident campaign that challenged what the industry believed paper marketing could be, art directing photography and producing video myself. I also oversaw the design of the landing page. The campaign exceeded Meta benchmark CPM by 37%, LinkedIn CTR benchmark by 48%, and visitors stayed on landing page almost 2 minutes, also far exceeding industry benchmarks. We gained industry attention, gave existing trade customers a renewed sense of value in their purchases, and - better yet - had customers of lower grades turning their heads.