With 120 years of paper-making experience, Hammermill is the leading brand of pre-cut paper in the United States.
A commodity product with a layered customer journey, copy paper is sold mainly through office superstores and specialized paper merchants. Hammermill wanted to earn more market share at the trade level, while increasing familiarity among end-users.
Our first step? Gathering quantitative and qualitative data on end-users and trade partner customers. With the resulting insights, we refreshed Hammermill’s positioning, brand story and digital content strategy. Then we activated a feel-good campaign to trade customers and end-users alike.