Analysing the previous brand communication led us to conclusions, that in order to gain a more educational character, an impactful coherence in its regular activities shall be required. A large-scale office management support programme has been launched, giving business owners a helping hand in coping with everyday organisation of a successful office in both educational and financial aspects.
Together with POL we decided to grant funding for office makeovers based on ergonomics and comfort using a lottery mechanism. Its sales driven foundations were enhanced by dedicated educational content based on initial research around most common office running challenges. We invited experts in the fields of administration, productivity, aesthetics and innovation to provide interesting content to customers.
We conducted engaging interviews with architects, coaches, accountants and business owners, to share their views and tips on how to run a modern office in a balanced, competitive way. We hand-picked 4 product ambassadors, each identifying with a specific type of paper.
Own content helped us build a dedicated landing page, promote the activation using SEO/SEM, Google Ads and social media. Published interviews were supported by photo coverage and short documentaries that allowed customers to take a look at how to use the advice in practice. Key POL market distributors and resellers were also engaged for increased purchase conversion. The final goal was to attract office managers and build positive habits around education and brand’s partnership.