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Quill.com
Dunder Mifflin Paper Launch

RAN IN: United States

CLIENT
Quill.com

Sergio Pereira - CMO
Aviva Schwartz - VP, Client Services & Business Development

AGENCY
OLSON *Lead Agency

Bryan Specht - President, PR
Rachel Gillman Rischall - Director, Media Relations
Leah Jones - VP
Lindsey McCall - Acct. Supervisor
Jeremy Mullman - VP


Kicking Cow Promotions Inc

Cindy Hagel - VP
Mike O'Leary - VP


SUMMARY

A licensing deal made Dunder Mifflin Paper (of NBC sitcom fame) a reality. So when it came time to determine the launch strategy, only one question mattered: What would Dunder Mifflin do? The answer: It would clumsily attempt to leverage an overexposed pop-culture trend. So we used paper-shilling food trucks in three markets to fuel a media and engagement blitz that connected with the office managers who order paper, and crushed sales projections, making a new product the No. 5 SKU out of 65,000 at Quill.com.

CASE STUDY

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CASE VIDEO


Hero Medium: Guerrilla

Medium Featured On Video: Social Networking Sites/Applications, PR, Guerrilla

Objectives: Brand relaunch, reposition

Type: Business-to-Business

Classification: National

Language: English