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Digital strategy for global packaging manufacturer

Bespoke Website & Digital Marketing


Graphic Packaging International - GPI - is a global producer of folding cartons, microwave packaging, supplying packaging systems and machinery to the world’s leading brands.

Our relationship with GPI began when they requested a review of their digital approach. Upon auditing their old website, it soon became apparent the advances in the digital arena had surpassed the ability of their web offering. The user journey needed a re-think, the call-to-action approach required changing and critically, the design wasn't responsive. In addition, the CMS system needed updating for implementing day-to-day updates.

Once the website had been updated, GPI engaged Zeta to help with their online marketing. Research dictated their was a vast audience eager to learn from GPI's knowledge bank. Consequently, Zeta implemented an in-depth content marketing strategy to confirm and enhance GPI’s status as an industry expert. 


What we did

The Zeta team visited GPI to garner information about their business and people. We set up discussion groups, listened, contributed and gathered a full understanding of the business's objectives. In response, we created a responsive, CMS driven website providing the marketing team with a superb platform to deliver good leads to the new business team.

For the content marketing strategy, we created a number of resources including an interactive timeline of the packaging industry, a glossary of terms, a resource page and 'how to' advice guides.

As part of their Marcomms strategy, we created in-depth articles promoting the company indirectly by having them published on well respected external sites. 

Zeta have created a website that everyone is proud of – I have received many compliments from clients – the increased enquiries says it all. Perhaps I’m biased, but our website looks a million times more exciting than any other packaging manufacturer’s.

Nikki Clark - Marketing Manager 

what we did
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111.83%increase in total traffic

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9%increase to Google organic traffic

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25%increase to Bing organic traffic

The success

The project won the "Manufacturing Standard of Excellence" Web Award and was a finalist in the Dadi Awards alongside Microsoft, American Airlines and IBM.

As a valued client, Zeta continues to work closely with GPI to maintain their web presence in order to deliver quality monthly leads. Each year new strategies and campaigns are created to constantly evolve the online presence of Graphic Packaging International in Europe.