Stora Enso is a leading provider of renewable solutions in packaging, biomaterials, wooden constructions and paper on global markets. Our mission was to raise awareness of Stora Enso, to establish a closer relationship with university and college students and to make them perceive Stora Enso as a modern and attractive employer – the global innovator in the packaging, paper, and wooden constructions industry.
University and college students in Sweden, especially in civil engineering programs.
A competition that was about taking care of Stora Enso's main raw material: the tree.
The hub of the campaign was Stora Enso Sweden's Facebook page where the students were able to sign up for a competition. The competition was about to grow a pine plant as much as possible for three months.
The first 500 who signed up got a plant sent home in a specially designed Stora Enso package. The package contained a pine plant in waterproof corrugated cardboard, a wooden yardstick and a USB memory made of paper with cultivation tips. The one who had the tallest plant after three months won a trip to Brazil. There, the winner visited one of Stora Enso's largest factories to showcase the company as a global employer.
To drive traffic to the Facebook page, we marketed the competition through posters at colleges and universities, Google and Facebook ads and ads in Metro Studentliv and on the website Campus.se.
Results for the campaign period (February 1 - March 1):
- 550 entries to the competition
- 388 new likes on the Facebook page
- 5,000 visits to the Facebook page
- Winner of the advertising competition Gyllene Hästen with the motivation "In a digital world, the winner dares to be as analogous as possible. Through the campaign, Stora Enso made the target audience, with huge dedication, to actually care about something living. The campaign was also a big success for the company’s growth.”