Neenah Paper & Packaging "Design Your Nature" Social Media Contest

As COVID-19 took hold, Neenah Paper & Packaging, a world-class manufacturer of premium writing, text, cover, specialty, and private watermark papers, sought to connect with designers through a UGC social media contest. Using up-cycled paper, fabric, or other medium of their choosing, designers were asked to create their own interpretation of nature. Entries were judged by Dallas Franklin, Creative Director for Neenah, and Design Army's chief creative officer, Pum Lefebure. One winner received a cash prize of $1,000 and two runners-up received cash prizes of $250.

I worked closely with art directors to create the visual language and messaging for the contest in addition to all organic and sponsored social copy. I was also responsible for identifying and managing relationships with select global paper influencers, leveraging these organic associations to promote the contest. Additionally, I was instrumental in securing a partnership with Barcelona-based designer with whom we collaborated on core visual inspiration.

The contest ran for approximately 17 days and generated just over 1.7 million impressions—an increase of nearly 6,000%—and 650+ total entries using the hashtag #DesignYourNature.

As a result, Neenah Paper & Packaging observed a 132% increase in total engagements and a 380% uptick in post link clicks on Instagram alone. The contest also led the 150-year-old fine paper and packaging manufacturer to garner a 266% increase in messages received on the platform as well as a 231% increase in video views between April 21 and May 8, 2020, compared to the three-week time period leading up to the contest's launch.