EMA helped paper producer Domtar connect logically and emotionally with consumers prone to “think before they print” by effectively touting paper as renewable, sustainable and recyclable. Through ads, online banners and videos, this campaign generated front page news in USA Today, increased awareness by 18% among online viewers, 43% among New York Times readers and raised Domtar online viewership 15-120% higher than network benchmarks.
Thought this was a neat way of making statistics relevant to the human experience. :)
