Cotton Paper Launch
MOO.COM — PRODUCT LAUNCH PR CAMPAIGN
Inform. Delight. Convert.
How do you make paper desirable?
A question MOO regularly faces as a print and design company with the largest portion of their revenue coming from business cards. This time, however, they were launching one their most ambitious products – a collaboration with Mohawk on an exclusive line of paper made of recycled cotton.
MOO needed a video to spearhead their PR campaign that entertains and informs their customers and the wider market of their biggest product launch of 2017. With every facet of filmmaking from cinematography and VFX, to art direction and practical illusions, the story of cotton paper was bought to life.
This film was to be used as an opening piece to new customers and press that would immediately set the tone for the campaign and have multiple use cases across marketing, PR and CRM.
The challenge was then how we would make paper alluring in a video that should be informative, delivers on a handful of key marketing messages with a delightful brand tone without audiences clicking away.
As a campaign initiative that spanned almost every department of the business in preparation for launch, it was essential to strike a balance between business goals and PR communications objective — this was the basis that formed the concept of the film; inform users on the qualities of the product and process, and also how it could be used.
The procedure of creating the paper is a fascinating but complex process that otherwise wold make for an interesting talking point elevating the product to more than trivial pieces of paper. Needing to deliver on delight, we decided to distill that story into an easily digestible process, reimagining it through a whimsical set that takes you from pulp to paper.
Staying on Brand
As a collaboration between MOO and Mohawk Superfine Papers, understanding both brand’s tone of voice and how they serve their customers was crucial as it would set the tone for the film.
A witty tone of voice is synonymous with MOO’s brand and keeping that ‘wink’ was crucial in film that could easily fall into austere ‘talking-head’ territory. The film needed to embody both brand voices from the collaboration – the cinematic visuals representing the high quality expertise of paper makers Mohawk, combined with the quirky art direction and charm congruent with MOO’s brand tone.
The result was film that weaves between set design, cinematic visuals and informative content whilst remaining on brand tone to deliver an exciting product launch film.
In the first week the video had garnered a huge 80% view through completion rate, with 10,000 views across channels. The film sits on the product page and was promoted across MOO’s social channels, remaining one of their best performing pieces of content to date.
It was picked up by press and blogs all over the world as well as a handful of Telly awards including gold in Branding, as well as in Cinematography, Art Direction and Editing.
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