June 5, 2017
The Boise Paper “Office Life” social media and digital marketing campaign was designed to help Boise Paper foster awareness and engagement across its social media channels and develop advocates among professionals and consumers. Our approach consisted of rotating monthly business themes driven by social media content, online events and influencer partnerships.Prior to launching the campaign, LCWA conducted a detailed online marketing analysis of Boise Paper and its primary competitors to determine the scope, strategy and expected outcomes of the digital marketing initiative. We also completed a search engine optimization test to test the efficacy of various keywords. Based on our findings, we developed key program objectives and sought to establish Boise Paper as an “office expert” and resource for the small business and consumer audiences.
To launch the campaign, we worked with Boise Paper to create www.BePaperSmart.com, which highlights ongoing thought-leadership on office topics, product info and tips from an internal Boise Paper “Office Life” expert. We got creative with monthly themes like #WorkWithPurpose, which focused on tips – from gathering groups of volunteers to fundraising to donating gently used items – for “doing good” at work; #DeskForSuccess, where we presented practical organization tips for professionals; and #PaperPreparedness, which educated audiences about all different types of office paper, terms and features.
Each theme included a variety of activities, from creative content, infographics and videos, to Twitter chats and blogger partnerships. We also distributed customer emails and relied on banner ads to extend reach and drive clicks to the BePaperSmart.com site.
Ultimately, the “Office Life” campaign proved to be extremely successful. We doubled social media impressions and engagements over 2015 levels, increased follower bases and drove massive clicks to our destination websites.
The Boise Paper 2016 “Office Life” Campaign won a Gold Trumpet from the Publicity Club of Chicago in the category of Online – Social Media Campaigns.