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Sappi lifts off

  • Design
  • Editorial & copy
  • Illustration
  • Print
  • Social

The challenge

Paper manufacturer Sappi Europe wants to be the leading voice in making print great. To demonstrate the effectiveness, adaptability, beauty and surprise of print today, along with how print can be the answer to many marketing challenges, we created Lift Off and A Glimpse into the Future of Marketing to help marketers make the most of the medium.

The two campaigns – including print, digital, social and video – investigate why it’s worth taking a fresh look at print and its unique place in the marketing mix.

GIF of a person reclining reading a magazine

Our solution

For Glimpse, we partnered with data analytics consultancy Kantar and surveyed marketing specialists across Europe and the US to find the key trends, insights and strategies businesses need for the future. It gives practical ways to maximise marketing ROI and to create campaigns that are agile and responsive, authentic and trusted.

Results so far have been impressive. Glimpse has achieved more than 1.3m impressions and nearly 2,000 new leads for Sappi.

Spread from a SAPPI magazine

Lift Off is aimed at making digital-native millennials and early Gen Z marketers stop and think – to reconsider what they thought they knew about print and digital marketing. The bold print piece uses a clever mix of print techniques and Sappi papers to showcase how weights and textures can be used for effect. The feature list includes facts and stats from industry insiders that give compelling reasons why print cuts through to customers and shows how many of today’s online-native retailers are embracing the benefits of printed magazines and catalogues.

Example SAPPI spread with yellow and illustrations

We really enjoyed working with the Sunday team and were absolutely delighted with the results. The content is an engaging, entertaining and informative read, and we are very much looking forward to future collaboration

Conor Evans
Head of Marketing – Printing Papers, Sappi Europe

KPMG gets personal

THE CHALLENGE

The challenge of getting your voice heard among business leaders is one KPMG knows all too well – especially in this age of uncertainty for UK businesses. Challenging times call for creative measures.

Social post with a person and quote

OUR SOLUTION

Flipping the traditional model of promoting the company and its expertise on its head, we used client testimonials – shot in engaging cinematic style – as the basis of ‘The moments that made me’ campaign. The message from KPMG was simple: Our advice works. But don’t take our word for it – listen to our clients.

Released over eight months, this series of personal and emotive interviews, accompanied by social, blog and email marketing content, appealed to KPMG’s present and future clients, and the results spoke for themselves.

The main KPI was to drive downloads of the KPMG growth report and capture data. ‘The moments that made me’ campaign exceeded its targets by 40%.

Social post with a microphone and a quote
Laptop with KPMG website showing

More than

3m

campaign views/impressions

 

698

qualified download leads

More than

13,952

website visits

#HelloArvia – a dazzling social campaign for P&O Cruises

Forget traditional dockside ceremonies in Southampton. For this event, we had some extraordinary elements to work with, including: a YouTube livestream with Arvia’s godmother, American singer-songwriter Nicole Scherzinger; a party on ship and on shore, hosted by DJs and presenters Trevor Nelson and Sara Cox; live sets by pop star Olly Murs; and beautiful Caribbean blue skies, sparkling seas, sunshine and white-sand beaches.

Our superstar social team sprang into action, breaking the campaign down into three key phases (countdown, event and post-event) with ‘driving excitement and engagement’ at the heart of each stage.

A catchy hashtag hook was devised to unite the campaign and create a distinctive look for all posts and endframes. With passports at the ready, #HelloArvia was ready for take-off.

Countdown

From the get-go, we needed loyal guests to buy into P&O Cruises’ bold break with tradition (an American godmother and a naming ceremony not in the UK), and we needed to engage new audiences by leveraging the A-list talent.

Teaser posts revealed what talent would make an appearance at the event, while a prize draw, the bottle-smash partner reveal, and details of the event’s location built up the story. A series of intriguing posts for Arvia’s godmother reveal kept audiences guessing. With the ultimate goal of getting live views, we encouraged people to ‘click the notification bell’ for a reminder to tune in to the live event.

On the day of the event there was also a mini countdown. We took advantage of Instagram’s countdown feature, posted talent content featuring ‘today’s the day’ messaging and, 20 minutes before the event started, we heightened anticipation further with a ‘we’re about to go live’ post and a pulse-raising YouTube countdown video aired while viewers were waiting for the live stream to start.

Live event

Sunday’s Social Media Manager Ellie Bancroft was our social stormtrooper on location. Before and during the event, she holed up in our ‘production village’ on Heywoods Beach, supported virtually by the London-based team.

All copy, scheduling and reporting had to align with PR, the talent and news outlets (who were releasing information at the same time in a coordinated campaign). In-situ engagement monitoring ensured sentiment remained positive.

Given the nature of the live event, we had to be agile and reactive. When Nicole Scherzinger’s flight was delayed, best-laid plans were reworked. When Olly Murs jumped in the pool, it captured the spirit of the day – this post received the highest engagement rate during the naming ceremony on Facebook (9.35%).

Post event

Immediately after the live event, we built on the buzz by posting a highlights video and a video of Olly Murs jumping in the pool – each post with a call to action to drive on-demand views on YouTube.

And then we turned to reporting and insight… 109 individual posts were created across the campaign (on Facebook, Twitter, Instagram and YouTube). The results are impressive, and smashed all targets:

  • 5m total unique reach
  • 59.1k live views on the night and more than 203k to date
  • Trending #2 on YouTube (UK) – the naming ceremony, the day after the event
  • 542,441 accounts reached organically on the day on Facebook and Instagram
  • 3.9m reached across Facebook and Instagram for all Arvia posts
  • 3m total impressions across Facebook, Twitter and Instagram

“Arvia’s naming ceremony was an incredible experience. From content brainstorms and planning to scheduling and execution, it was an intensive and high-pressured project. Once in Barbados, it became very real that all our upfront hard work and meticulous planning had paid off. Seeing our look and feel come to life across social (especially YouTube’s trending list) and seeing #HelloArvia being used by Nicole Scherzinger and Olly Murs made the scale of this project a reality – as did watching the event set-up being built in front of me. From start to finish, I’m super proud of the work and success that Team Sunday achieved in London and Barbados. And if we ever need to work from the Caribbean again, I’m happy to take another one for team!”

Ellie Bancroft, Social Media Manager

This much I know: Sam Gilbert

I’d love to be a race director for my own series of global running events. Having just completed a 110km race on the Isle of Wight, I’d say I have the necessary qualifications.


I cut my teeth as a salesperson in an Australian travelling show. I was consistently the top seller for one of the game stalls. I wish I still had the headset and microphone. Not that I need them. I’m very proud of my team of exceptional, talented salespeople. They’re experts at building relationships and finding creative solutions to keep us ahead of the competition.

I don’t buy it when someone says, “It obviously wasn’t meant to be.” That just sounds like excuses to me.

Why did the New York Bagel Company stop pre-slicing their bagels? It’s been eight years and I still don’t think I’ve perfected an even cut. Weekend mornings haven’t been the same since.

Running is like a religion to me. But I do enjoy a bag of pork scratchings and listening to Pink on Spotify.

I’m aware that my stock response to most things is, ‘no problem’. I remember Louis Theroux interviewing someone about the power of positivity, who suggested that ‘no challenge’ was a more suitable response. I’m not sure I’m ready to make that leap.

Some people would say it’s a good thing I’ve grown out of my Russell Brand look-a-like phase, but it was fun using it to my advantage as a cash-strapped traveller.

In my 20s I never imagined that I’d be going out to the garden in the mornings to check on grass seed and plants to see how much progress they’d made overnight.

I’m a problem-solver by nature, so seeing solutions being delivered is very rewarding to me. I’m an analytical salesperson, so any solution must be grounded in data, not just gut feel. The fast-talking, wheeler-dealer approach isn’t for me.

The flat structure at Sunday is actually flat. We’re independent and accountable only to ourselves, and you can feel that. I like our agency’s creativity and flexibility.

I’d encourage anyone to check out Tash Sultana, a one-person band from Australia who plays over 20 instruments. Watching the songs get created live was incredible. Start with MYSTIK (Live at Lonely Lands Studio) on YouTube.

I’ll make anything into a sandwich. The ‘bread’ can be anything that can structurally support the content. I’m convinced I invented those deli rolls with the cheese wrapped in ham or chorizo that you can buy in M&S. I should have patented the concept when I had the chance.

3 essentials for audience-centric content

To combat the challenges of information overload, excessive stimulation and shortening attention spans, content needs to offer real value. And to rise above audience saturation and scepticism, your posts must have true purpose.


Originality, quality and imagination are key. So is a well-planned distribution strategy. But before that, it’s essential you have a clear picture of your audience.

Here are three fundamentals of audience analysis that we try to answer before we shoot a single frame of video, take a photo or write a word.

  1. Identify audience needs

There’s an old phrase (an equation, perhaps) that bounces around content marketing agencies: Attention = Utility + Entertainment. And it continues to be relevant, no matter the channel. If you can fulfil a need that you know exists for your audience, in a way that entertains them, you’ll earn their attention.

But to deliver, you need to know how to be useful. And you can only determine that with a deep understanding of your audience. What do they care about? What challenges are they facing right now? What are the attributes that your brand has that you can utilise to tap into those cares and challenges? What emotional benefits can you offer them? In what ways are they likely to be affected by whatever it is that you ultimately want to talk about?

It’s important to answer these questions comprehensively and thoughtfully using insight, but it’s crucial to add a healthy dose of your own common sense and experience. In many ways, it’s not important how you get to the answers; what’s essential is that you establish a clear picture of what matters to your audience, and build content in response to that.

  1. Be wary of mission creep

It’s tempting to spread the net wide, especially when budgets are restricted. Why limit your thinking just to audience A, when you can throw in audiences B, C and even D, too?

But if it’s challenging to be relevant to one audience, it’s even harder to be relevant to several, as each will have its own distinct priorities, interests and needs. In the real world, of course, there’s always more than one audience, and there may even be areas of overlap between them, but by putting them into an order of priority – primary, secondary and tertiary – and then planning content and resources accordingly, your budget can make the greatest possible impact where and when it matters most.

  1. Distribution first, content second

Don’t create amazing content and only then decide how to distribute it. It’s far better to start with a clear idea of the best distribution channels for your audience and build the content from there. Think about:

  • Search (on both browsers and social platforms) – What insights about the search terms used by your audience can be applied?
  • Channels – Which ones do they use and in what order?
  • Habits – How do they consume content? When, and how frequently?
  • Influencers – Who will they listen to? Who will they ignore?
  • Location – Where will the audience encounter your content? Will they have access to sound? Will they have time for a longer video or in-depth read?

This tried and tested method will not only help you know your audience inside out and engage them with relevant stories, it’ll make your content create a bigger splash, while giving your audience the ammunition they need to share your story and tell their own.

A new look for a luxury property magazine

Christie’s International Real Estate’s acquisition by Chicago-based @Properties was the perfect time for Sunday to overhaul the brand’s long-running luxury lifestyle and property magazine.


A leader in the property market for high-net-worth individuals around the globe, Christie’s International Real Estate’s affiliate network stretches everywhere from California to Dubai, Switzerland to Australia. To align with CIRE’s business and marketing goals the Sunday team proposed a relaunch, with a new design and refocused editorial to ensure a more distinct personality for the magazine. Content reveals the exceptional access the brand has to those who innovate and lead in the luxury world, immerses readers in the elite lifestyle by bringing stories and properties to life and adds value with an authoritative voice on homes and real-estate themes.

A revitalised Gallery section showcases truly exceptional design and architecture, along with hotel and restaurant openings. Topic-led feature sets combine editorial content with in-depth property spotlights for particularly special homes on the market, as well as short roundups of other high-end listings, giving affiliates new ways to present their properties to potential buyers.

The relaunch issue gave advice on buying and decorating a castle, included a love letter to Los Angeles by those who live in the city, and looked at the latest trends in spa design.

Affiliates welcomed the new opportunities to highlight their properties and there was also high demand for the custom cover programme, in which affiliates can order a special version of the magazine to be distributed in their own territory featuring one of their properties on the cover.

With the market for ultra-luxury property as robust as ever, the new-look Christie’s International Real Estate magazine offers a beautiful, tactile and informative view of the world’s finest homes, and the enviable lifestyle that goes with them.

Sunday steps out for The Royal Marsden

We’re always proud to take part in The Banham Marsden March, the charity’s annual fundraising walk in support of The Royal Marsden, which is one of the world’s leading cancer hospitals.


This year, our 18-mile challenge was a circular countryside route that started and finished in historic Henley-on-Thames. Setting off on their odyssey along the Thames Path, the team hailed the benevolence of the weather gods for the blue skies and warm spring sunshine. Those wearing shorts were feeling pretty smug, as the pessimists in thick trousers suffered from sweaty legs from the off.

Our canine companions, spaniels Ziggy and Pip, had the time of their lives, leaping in and out of the Thames and generally causing chaos, much to the amusement/annoyance of the rowing clubs on the river and the locals out for their mid-morning stroll.

We traversed fields full of lambs with red kites soaring overhead. We tackled boggy bridleways and mildly steep inclines that put our calf muscles into overdrive. We scrambled through woodlands full of bluebells and seemingly omnipresent stinging nettles (the shorts-wearing contingent weren’t feeling so pleased with themselves here). We even did a spot of foraging for wild garlic.

After a well-deserved Sunday lunch in a country pub garden, our marchers – now loaded with roast beef, beer and sticky toffee pudding – tackled the second leg. This is when the blisters started to kick in – the preppers who remembered to bring plasters were the saviours of the day.

After more than six hours on the move and an ascent roughly equivalent to four London Eyes, the team trudged back into town with tired limbs, sore feet and immense pride. Same again next year?

Thank you to everyone who sponsored us. Every donation makes a real difference to the lives of people affected by cancer.

RICS’s multimedia journey

  • Commercial
  • Copywriting
  • Design
  • Digital
  • Editorial
  • Illustration
  • Insight
  • Photography
  • Strategy

The challenge

After changing its UK-focused, print, multi-award-winning Modus magazine, produced by Sunday, into a forward-thinking multimedia content programme, Sunday and RICS embarked on a process to engage fresh audiences with powerful editorial, all the while maintaining the unique rapport with Modus’s heartland audience.

RICS modus podcast

Our solution

The result is a broad international mix of cutting-edge content, produced by award-winning journalists around the world, that touches on the issues affecting surveyors and the public as and when they happen. Topics range from profiles of Grenfell survivors and campaigners, through to podcasts showcasing rising talent and their expectations of the industry, and interviews with those directly affected by unconscious racial bias in the property industry.

RICS Web

Sunday worked collaboratively with us, sharing its experience and expertise so we could deliver this landmark project in very tight deadlines – the team’s expert knowledge and dedication made all the difference to the success of the project.

Toni Gill MA, RICS Journals Manager

The results

Inspiring and thought-provoking visuals help bring the stories to life, commissioning world-class illustrators and photographers to support detailed interactive infographics. The digital platform is leveraged to allow animated illustrations and videos to be integrated into each feature, allowing a full multimedia experience that enhances the content offering.

The content is delivered through a dynamic and industry-leading email programme and rolling social media plan, ensuring that the message is delivered to audiences in a timely, meaningful way.

Image of a wooden frame house filled with flowers

Pivoting from print to digital in a pandemic is never easy, but to also maintain journalistic standards of print and connect the building conversation into the wider ranging topic of racism so successfully is no mean feat. Modus manages to do all three.

British Society of Magazine Editors 2022

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