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Mobile mockups of MayrMelnhof's GreenPeel
Mayr-Melnhof Karton AG
IAB WEBAD Gold Winner
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IAB WEBAD Silver & Bronze Winner

Leads & awareness for sustainable packaging innovation

About the Case

"GreenPeel" is the response of the packaging company Mayr-Melnhof (MM) to the increasing social and market demand for more sustainable packaging solutions. With up to 90 % less plastic consumption, the paper-based container for all types of food declares war on conventional packaging. The clear objective was to attract attention for the product launch within a very top B2B target group, generate engagement and ultimately generate high-quality leads. The target markets for the launch were France and the United Kingdom.


As part of a joint workshop, the top product features were identified, translated into user-centered language and finally poured into a modular campaign logic. The claim "Let's pull this off together" invites the target group to make the switch to the plastic alternative together. A specially created campaign landing page and a three-month campaign plan in two languages were then created.


In three phases, animated videos were first used to generate attention for the new product, after which engagement was incentivized with the product details. Leads were then driven in the final phase. In addition to various LinkedIn ad formats, Google Ads were also used to drive traffic. The product launch at a trade fair was also part of the campaign and served as an effective lead magnet. In total, almost 2 million impressions, over 15,000 clicks on the landing page and several leads were generated through continuous optimization. At the end of the campaign, LinkedIn lead costs were also reduced to nearly two thirds of the of the intermediate campaign status.


Communication Strategy
Creative Concept
Social Media

"Together with digitalwerk, we succeeded in communicating the benefits of GreenPeel to our B2B target group in a transparent and easy-to-understand way. Based on a clear idea, messages and measures were orchestrated across all funnel phases, which generated both awareness and high-quality leads."

Birgit Hösch

Group Digital Marketing Lead

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