Benephiz clinches International Paper's brand activation campaign

IP uses a British-base creative design workshop, which has a good relationship with Walter Zhang, MD of Benephiz. It is IP's first brand campaign in the Greater China market.

To generate wide brand awareness and define effective communication of its product features, Benephiz will lead a major consumer brand activation campaign in China at the end of the year, their duties include product attributes definition and strategic marketing planning which covers ePR, media relations and event management.

They will be responsible for overall marketing initiatives consisting of road shows, online campaigns involving weibo, BBS and podcasts, and which will target office administration heads in charge of procurement for stationery.

According to Walter Zhang, MD of Benephiz, HP faces stiff competition in China. "HP Paper has low brand awareness of the brand and its brand features and market share in Great China," he said.

Although the initial project is for the launch campaign, the deal has the potential for an ongoing partnership, based on good performance.

HP copy paper is a premium printing paper brand which came out of the partnership between IP and Hewlett-Packard.

IP has cited Asia and China in particular as a driving force in global demand for pulp and paper products. IP aims to become a regional leader in part through the establishment of localised production bases.

Benephiz has previously worked on Evergreen Packaging, a paper packaging company which specialises in milk cartons.