Avery was looking for a campaign to build awareness and relevance with small business owners. It was clear consumers understood the implicit quality of the venerated brand but Avery hadn’t made the connection to what drives consumers to use their products. For small business owners it is the passion of imagining, building, and realizing their business. Our “I am my business” campaign tapped into this passion and placed the brand organically in their world.

Using a handful selected small business “ambassadors” The campaign launched a digital campaign including online advertising, landing pages, email blasts and videos. This was was the first of its kind for Avery and generated over 3 million video views in the first six weeks.