Recycled paper has long had a reputation for being dingy, dull and
low-quality. However, with recent advancements in technology, these
stigmas no longer hold true.
Recently, Boise Paper asked us to help build awareness for the
quality and performance of today’s recycled paper with a four month-long comparison
campaign. The #Dare2Compare campaign showed the similarities between Boise® X-9® Multi-Use
Copy paper and Boise® ASPEN® Multi-Use
Recycled Copy paper – proving that recycled paper performs just as well as the
non-recycled line of paper.
We kicked off the campaign in April with a video contest that
allowed us to collect user-generated content for use throughout the
campaign. To enter the contest, participants were asked to create a video
telling us why they choose to use recycled paper. Entrants had the chance to
win prizes and have their content featured in future Boise Paper marketing
materials.
We also worked with online office experts to compare
Boise Paper’s recycled and non-recycled copy paper to prove that there’s no
difference in quality. Then, we used quotes from all of our advocates to raise
awareness and change perception with a sponsored post campaign on LinkedIn. Other
social content utilized statistics about paper buying preferences and
perceptions, and challenged social media followers to take the #Dare2Compare
challenge by testing the two papers side by side.
We also supplemented our organic activities by reaching out to
small business decision-makers directly. We developed two direct e-mails to
tell our story, and also used search/display ads to drive the purchases of
Boise ASPEN. In all, the multifaceted campaign generated more than 81.6 million
impressions and successfully helped to educate our audience that recycled paper
has the same high-quality as non-recycled paper. 
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