Case study: The paper and packaging board’s highly successful experiential activation

Maria Becker
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Maria Becker: Stein IAS, USA

Journal of Brand Strategy, 2023, vol. 12, issue 3, 233-242

Abstract: Sustainability is no longer a choice but a necessity, and there is starting to be a shift in consciousness that is putting pressure on both individuals and organisations to share responsibilities and intervene. This paper will explore how the Paper and Packaging Board (P+PB) and its partner Stein IAS found the most successful strategies to educate as many consumers as possible on the best ways to recycle paper and paper-based packaging. They realised that in order to communicate with consumers effectively and economically, a traditional business-to-consumer framework would not suffice. Instead, P+PB and Stein IAS embarked on a mission to follow a B2B2C framework, focusing on engaging packaging manufacturers and their e-commerce clients to reach a broader consumer audience. They understood that they had to convince box manufacturers and e-commerce brands to join the programme, known as ‘Box to Nature’, which aimed to inspire consumers to recycle boxes correctly, emphasising the exponential effect of proper recycling. The strategy involved showing up where the majority of the target audience was engaged, creating a relevant and bold experience. The launch of the initiative at PACK EXPO, one of the industry’s largest trade shows, was a significant step in this direction. The team found a unique, powerful and relevant way to connect with the desired audience in unexpected ways, resulting in a big success that has led to a significant increase in the number of organisations wanting to join the programme.

Keywords: B2B2C; experiential marketing; digital and physical; sustainability (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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