HP and WARC educate brands on the value of packaging

HP has partnered with the World Advertising Research Center (WARC) promote education on the value of packaging. Recent research shows that packaging is the second most effective way to boost brand engagement, but 95% of brands are either unaware of these opportunities or are resistant to change.

This new research report from WARC and HP details how digital packaging can increase consumer engagement with brands through means such as personalization. The report shows that digitally printed packaging drives key metrics such as sales, market penetration, and return on investment.

The WARC report explores themes that impact marketers’ decision-making, provides in-depth case studies – of top brands like Coca-Cola and Hershey’s – and presents a wide range of data to help brands understand the impact of effective packaging.

Some of the highlights of the report include the role of packaging in media, the use of emotion, storytelling and user-generated content in digital packaging, the use of packaging in publishing special to measure campaign metrics, etc.

The report is available for download now, and it provides the data and resources to remove barriers to digital adoption. Brand makers have the opportunity to learn how they can leverage digital packaging for marketing growth.

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