Delivering impactful Black Friday campaign for packaging giant DS Smith
Client: DS Smith

We were tasked by FTSE 100 packaging giant DS Smith to position it as a consumer champion during Black Friday – the biggest day of the year for online product orders.

We focused on the company’s innovative testing lab, which put e-commerce packaging through its paces and simulated the typical stages – and many opportunities for damage – that orders endure on their way to our front doors.

Our consumer research found that almost 10% of all online orders arrived damaged after bumpy journeys, equating to £648 million in expected returns by unhappy customers.

The story was picked up by MailOnline, which featured an extended client-branded video of the packaging test lab, with further coverage in additional UK national titles including The Sun. Further coverage in key trade titles was also secured, ensuring exposure was achieved among both B2B and consumer audiences at this vital time of the year for the e-commerce industry.