Resolute Forest Products, formerly AbitibiBowater, is a leading global producer of a diverse range of forest products. The company is committed to environmentally friendly business solutions and sustainable forestry. To advance its goals, Resolute Forest Products decided to launch Align – an innovative line of environmentally friendly paper that is also low cost, something the paper industry was sorely lacking.
Align needed to be introduced to the world – and with a bang. Union (formerly Studiobanks) was thrilled to take on the project. We partnered with Birdsong Gregory to develop a dynamic digital marketing strategy focused on driving traffic to a new website that tells the Align story and educates people on the brand’s environmentally friendly, affordable paper products. When brainstorming ideas for the site, we knew we needed to come up with a platform as smart as this product line. So we reached into our magic hat for a new trick and pulled out: a responsive website design.
An emerging technique and newer technology being used by web designers, responsive websites are smart enough to re-size themselves based on the device they are being viewed on. So whether people are accessing the Align site on their smart phone or their home computer, they get the same great experience. Align’s new website was one of our first forays into the responsive website design market, and the results were exactly what we (and the company) wanted.
In the months since the new site’s launch, more key customers have reached out to Resolute Forest Products for bidding opportunities than in the last five years. Align’s website has had over 2,000 visitors, with 75% of them being new, and the feedback on the brand has been hugely positive.