Among digital natives, the relevancy of paper is in question. So when it comes to attracting a younger audience, Hammermill® paper is waging an uphill battle. Ironically enough, we saw an opportunity to wage the battle successfully through Instagram, one of the most popular social platforms among Millennial and Gen Z audiences.
By delivering the kind of short-form entertainment this platform is known for, Simon/Myers believed that Hammermill® could maintain, and even increase, its relevance to the younger, digitally focused generation. And in a larger sense, we wanted to demonstrate that paper can play well in a pixel universe.