Case Study: HAMMERMILL

Research, Brand Refresh, & Social

OVERVIEW

Quantitative and qualitative research leads to a brand revival.

WHAT WE DID

  • Quantitative Research
  • Qualitative Research
  • Positioning
  • Brand Refresh
  • Digital Content Strategy
  • Social Media
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.
Brand booklet opened, brand booklet closed, two reams of paper laid flat

A modern reposition, and a modern way to share it.

Hammermill’s new position gave rise to a vast amount of new digital content. Our strategy tailored the information to the platform so that the content would be relevant and useful.

With a smarter, targeted strategy, Hammermill had the chance to outshine its competitors in the social space, and creatively engage B2B audiences as well as B2C users.

A modern reposition, and a modern way to share it.

Hammermill’s new position gave rise to a vast amount of new digital content. Our strategy tailored the information to the platform so that the content would be relevant and useful.

With a smarter, targeted strategy, Hammermill had the chance to outshine its competitors in the social space, and creatively engage B2B audiences as well as B2C users.

Sustainability vs. a forest of misperception.

As we refreshed the brand, we found that Hammermill faced a generational hurdle: Younger consumers had grown up believing that using paper is bad, and they continued to purchase less paper because of this perception.

The truth was far from it. Hammermill, thanks to the sustainable forestry practices it employs, is a remarkably renewable product.

Sustainability vs. a forest of misperception.

As we refreshed the brand, we found that Hammermill faced a generational hurdle: Younger consumers had grown up believing that using paper is bad, and they continued to purchase less paper because of this perception.

The truth was far from it. Hammermill, thanks to the sustainable forestry practices it employs, is a remarkably renewable product.

Putting the truth where emerging consumers can’t miss it.

The perception that paper destroys forests is more than untrue; it’s detrimental to one of the most important industries combating climate change and supporting local economies.

We created a fact-based platform, driven by rational and emotional insights, and fielded it where it would have the most impact.

Putting the truth where emerging consumers can’t miss it.

The perception that paper destroys forests is more than untrue; it’s detrimental to one of the most important industries combating climate change and supporting local economies.

We created a fact-based platform, driven by rational and emotional insights, and fielded it where it would have the most impact.

Making the most of a social surprise.

When TikTok® influencer “Beard Al” poked fun at Hammermill®, we poked back – and an influencer friendship was born.

A little jam. A big result.

It all started when Beard Al won a box of paper. He made a video joking about Hammermill’s JAM-FREE® guarantee, saying he saw some raspberry jam on one of the sheets.

We posted an “apology memo,” then sent him a box of tasty “Hammermill Jam.” Al responded with a second TikTok video – a charmingly goofy jingle about Hammermill paper. To thank Al, Hammermill sent a pallet of paper to the school where he teaches. When he posted about that, his followers raved about our client.

A little jam. A big result.

It all started when Beard Al won a box of paper. He made a video joking about Hammermill’s JAM-FREE® guarantee, saying he saw some raspberry jam on one of the sheets.

We posted an “apology memo,” then sent him a box of tasty “Hammermill Jam.” Al responded with a second TikTok video – a charmingly goofy jingle about Hammermill paper. To thank Al, Hammermill sent a pallet of paper to the school where he teaches. When he posted about that, his followers raved about our client.

RESULTS

+56.1%

social engagement in ‘21

+74.3%

avg time on site in ‘21

+84%

Google search ads in ‘21

The power of social is in the numbers.

The spontaneous parry between Hammermill and Beard Al received more than 4 million views, 1.5 million likes and 4,700 comments on TikTok.

Across accounts, Hammermill gained more than 2,000 new followers. Many weighed in with overwhelmingly positive comments like, “made me a Hammermill buyer for life.”

Beard Al's TikTok Comments
Letter from HammermillMore of Beard Al's TikTok Comments
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