Capitalizing on the momentum of 2015's award-winning Press On campaign, Kodak wanted to see the idea expand and evolve in 2016. We knew that video—easy to consume and more likely to be shared—would be at the center of that evolution, and we also knew we had to avoid the talking heads and faceless product demos that litter the commercial print category's YouTube channels. Printers are people—their emotions are stirred with energetic storytelling, not lifeless demos. The fresh, unexpected answer was a vlog-style travelogue hosted by a dynamic new face for Kodak, designer and illustrator Tad Carpenter. A believer in the power of print (and the perfect proxy for Kodak's customer's customers), Tad leads us around the world visiting commercial printers and documenting their stories of everyday innovation, sustainability, partnership, and success made possible with Kodak. First stop: Germany.
For the sequel to our premiere webisode, Tad, the Kodak team, and Truth hit the River Walk in San Antonio, Texas before visiting local commercial printer Shweiki Media. The Shweiki story is all about embracing recent innovation in print technology—and then using it to meet their mission for customers.
In our third installment, we head to Tad’s hometown, Kansas City, to visit his design shop, Carpenter Collective, and to check out what he’s been working on (hint: a little something for Kodak). Then it's back down to Texas to DiscPro Printing and Graphics in Houston. They're investing in new technology to help their business—and their customers—succeed while finding new ways to use print to give back to their community.
In this episode Tad visits Il Sole 24 Ore, an Italian financial newspaper and Kodak customer who is proving day in and day out that newsprint remains globally vital. We see how Kodak products are helping Il Sole 24 Ore produce a cost-effective, high quality paper that keeps their readers – and advertisers – coming back for more.
More webisodes are currently in production. Check back soon to see how the series evolves through 2017.
In-market digital media support for the Press On campaign includes static banners as well as rich media placements on popular industry websites. These expanding units deliver messaging and a teaser video for the series, then direct viewers to Kodak’s graphic communications page, where they can watch full webisodes and access related content.
The campaign generated a significant rise in print services interest as seen in double the average page views on print services division homepage on Kodak.com and a campaign click thru rate 12x the B2B industry benchmark.
67,000 website visits across the first couple webisodes led to printers learning more about Press On and Kodak offerings in this space.
These results along with the 7,500 video views among the niche B2B printing target in the programs infancy created a much needed excitement and optimism across the Kodak sales team, marketing team and executive team.