Case study: A sustainability communication campaign for a leader in the flexo printing industry

The Challenge

Asahi Photoproducts is a well-known pioneer in the development of flexographic photopolymer printing plates. The company is determined to be a leader in reducing its CO2 footprint and that of its customers. It accomplished the CO2 Measured certification issued by the Carbon Trust in 2021 for its AWP-DEW water-washable plateWhen the company decided to share the features and benefits of that plate, it looked for a tailored and informative communication strategy. 

The solution

duomedia set up a multichannel communication campaign combining owned, earned and paid content. This campaign consisted of a white paper, a PR campaign, a blog article and social media posts. 

The results

662
People who visited the Asahi-Photoproducts website via our social media sustainability posts
84.984
People reached via social media
95
Whitepaper downloads
50+
clippings
15
Coverage in 15 countries globally
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A fact-based white paper devoid of greenwashing

The white paper was created by duomedia from start to finish: duomedia conducted the research, provided the copywriting and created the layout & design.

 

The content distribution channels: owned, earned and paid content

To promote the white paper, duomedia created content to be posted on
social media where a short video was incorporated into the posts to drive
traffic to the Asahi website and download the whitepaper.

 

A PR campaign reaching an international audience

After distributing the press release to specialized global trade press journalists, duomedia followed up with a dedicated media relations campaign to identify coverage opportunities. As a result, the information on Asahi Photoproducts AWP™ water-washable solution was picked up and published internationally, with the press release and the blog article being published in 8 languages. Within two months after the news was released, it was picked up more than 50 times and broadcasted in 15 different countries, both online and in print magazines.

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