Delivering Steel for Packaging Week

Content Creation / Video / Social & Digital


When international packaging exhibition Interpack was cancelled due to the pandemic, Pelican ensured APEAL (the Association of European Producers of Steel for Packaging) was still able to get its message across to the packaging industry and press.

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Steel is an established and trusted packaging material, but not everyone is aware of its sustainability advantages, including its infinite recyclability and ability to help cut food waste.

The challenge

As the global interest in alternatives to plastic continues to grow, APEAL works to showcase steel as a model material for a 21st century circular economy. With an audience of packaging decision makers and press from around the world in attendance, Interpack provides the perfect platform for APEAL to promote steel. When the event was cancelled, the challenge was to connect with the same audience in a covid-compliant way.

The Pelican approach

The Pelican team proposed a virtual event which would target the media, brands, can makers, packer fillers and retailers who would normally attend Interpack.

The virtual event, Steel for Packaging Week, would coincide with the original Interpack dates and give APEAL the perfect opportunity to announce its 2025 vision for recycling.

Pelican’s social team created a schedule of posts designed to drum up excitement for the event and drive traffic to the APEAL website – in particular the Steel for Packaging Week holding and landing pages. Meanwhile, our designers got to work creating a virtual event stand showcasing a suite of content branded to mirror the look and feel of a stand at Interpack.

The virtual stand featured a newsroom including interviews scripted by Pelican and conducted by Robin Latchem, former editor of MRW, plus a range of thought-leadership content curated by the Pelican team.

Content included infographics, interviews and insights regarding key initiatives such as the Circular Economy Action Plan, as well as films and presentations examining the European Green Deal and the drive to increase multiple recycling.

The virtual stand went live on what would have been the first day of Interpack, starting with a welcome message from APEAL’s president which appeared as pop-up when visitors reached the landing page.

The results

Steel for Packaging Week recorded more than 1,700 virtual delegates and gained significant traction on APEAL’s social media channels.

An average 50-day period over the previous 12 months recorded 2,557 sessions, 2,014 users and 5,011 page views. The period covering Steel for Packaging Week saw an increase of 113%, 98% and 72% on these key metrics respectively. Over the course of the three weeks, the campaign recorded over 15,600 organic impressions, a 17% increase on an average 50-day period.

In addition, the Steel for Packaging Week campaign helped increase the reach and engagement of APEAL’s social channels, resulting in a 17% increase in Twitter impressions. On LinkedIn, impressions, reactions, and shares were also up 69%, 69%, and 59% respectively.

Pelican Communications is a specialist sustainability PR agency with expertise in food, packaging, waste, recycling, energy and trade associations.

We provide a range of services including strategy, design, content creation, public relations, CSR reporting, video and animation production plus people development. Contact us for marketing and communications expertise.