Recently I finished working on an exciting digital campaign for Australian Paper promoting their new range of Reflex 100% Recycled paper. The challenge was to educate the general public about the benefits of closing the paper recycling loop. Australians are great recyclers, with 68% of people recycling office paper, but only 20% buy recycled paper back.
For this awareness campaign we developed an integrated digital approach utilising Facebook, LinkedIn, EDM, Google Display, videos (GIFs) and campaign website. We managed all aspects of the campaign, from developing the creative concept and strategy, video production, technical development and ad management. The 2 new characters Wayne and Lexie helped us communicate the serious message in an entertaining way which the target market could relate to. Lexie and Wayne will be used throughout the year to promote the closing the paper recycling loop message.