Smurfit Kappa: Integrated Media Planning and Partnership

Target Audience

Professionals working within the fashion industry, particularly senior decision makers.

Our Approach

Building on a previous successful collaboration with the Financial Times it was a priority for the partnership element to deliver key insights that could be used in the creative for the wider media campaign. We identified Drapers as the optimal partner as they not only have a strong reach across our audience but also could offer a partnership that allowed Smurfit Kappa to be presented as a thought leader.

A broader media campaign across print, digital display and OOH in multiple European markets was planned to amplify the partnership to senior professionals across the fashion industry. Print and digital plans utilised a combination of B2B titles and broader B2C titles which either indexed strongly for the audience or had 1st party data that allowed us to target effectively.

The Result

Drapers reported that their Sustainability & the Consumer report was their best performing bespoke report of the year outperforming the average by 16%, while the wider campaign reached over 4m adults, generated significant PR interest, and drove over 1,300 leads.