Inside Sun Chemical’s bold declaration for disrupting the brand packaging industry
Winning The Drum Awards for B2B Gold in the Print category was a campaign by Mower for Sun Chemical. Here is the award-winning case study.
Sun Chemicals
With a depth and breadth of products, knowledge, and actionable data across a comprehensive range of substrates, Sun Chemical is transforming the coatings, cosmetics, plastics, food & beverage, building materials and consumer products industries.
Behind this momentum we launched the fully integrated “Experience. Transformation.”
Campaign
Through vibrant and whimsical paper sculpture visuals, we weave a tale of innovation and expertise, paying homage to Sun Chemical’s humble origins rooted in the simplicity of ink on paper.
Our campaign is more than a showcase—it's an invitation to join the eco-evolution with an industry leader. The intricate layers of our paper sculptures illustrate and amplify the benefits Sun Chemical brings to its customers—and the planet. It’s not just about products—it’s a journey where marketing content provides unique visualizations of the value of innovative sustainability guided by Sun’s 5Rs—reuse, reduce, recycle, renew, and redesign. integrated marketing campaign. Brought to life in full color.
Knowing the universe of printers large enough to take advantage of Sun Chemical’s expertise is relatively small—as the top five make up a staggering 60% of the market— we deployed a highly targeted ABM-type strategy.
The campaign kicked off with a series of trade publication cover wraps and stunning print ads within each issue. The false covers featured campaign visuals with teaser copy teeing-up the ads “inside”—each ad succinctly and effectively telling a Sun story of transformation to sustainability.
We recognized and leveraged the power of digital to amplify the creative platform. Creating video and programmatic banners—to bring the benefits to life—along with paid search, social and news releases to build awareness and drive traffic, engagement, and demand. This strategic integration of our multifaceted approach helped Sun Chemical target vertically, and form factor-focused audience segments and greatly enhanced the campaign's effectiveness.
Results
Given the small universe of relevant printers, the penetration in just 6-months is truly impressive. The mid-year report highlights significant achievements, including over 30,000 click-throughs, across banners, native advertising, paid search and social, email, and digital news releases and newsletters.
The campaign's ads and content directly generated 22,321 website sessions—an unexpected amount of traffic, especially for an audience focused on traditional media.
Sessions averaged an impressive duration of 5.37 minutes per session—exceeding the industry benchmark by 2.5 times.
To date, we’ve generated nearly 1,000 MQLs through the use gated content, including downloads. And the engagement continues to grow.
The “Experience. Transformation.” campaign has been instrumental in changing customers’ perception of the brand—and its offerings. Sun continues to work toward shifting the existing mindset by demonstrating their expertise, support, and solutions in unique, surprising, and relevant ways. Continuing to transform the brand from a solutions provider to a true partner who can help drive important business objectives—high-performance color and coatings with high sustainability.
Ready to get your work recognized on a global stage? Enter The Drum Awards today. Need more inspiration, read our Award Winning Case Studies.