The Paper and Packaging Board’s Responsible Forestry Trivia Quiz is an inviting and innovative microexperience that encourages more engagement on site while educating visitors about a very important topic - sustainable forest management.
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The Paper and Packaging Board (P+PB) manages the national consumer marketing How Life Unfolds® campaign, reaching millions of consumers each year. The paper and packaging industry funds the campaign, which promotes the use of paper products and paper-based packaging by highlighting how their sustainable nature, the industry’s practices, and recycling help contribute to a healthier planet. P+PB’s program is structured similarly to agricultural promotion efforts like the campaigns for beef, eggs and cotton that are familiar to many Americans.
In 2022, P+PB launched a new forestry campaign to share their industry’s responsible and sustainable forestry practices. The campaign uses stunning visual imagery, educational resources, and interactive content to create a relatable, engaging experience that empowers readers to make more informed decisions about the use of paper products.
Visitors to the campaign landing page are encouraged to participate in a short trivia quiz, powered by Wyng, about responsible forestry. The quiz is created using core messages P+PB wants their visitors to understand and remember. This provides a great way to learn which of their messages stick with visitors (aka. Questions visitors got right) vs. which messages need to be emphasized further in future content (aka. Questions visitors got wrong).
Experience the quiz yourself here.
The quiz uses compelling imagery to further reinforce the connection between the health of US forests and the health of peoples’ bodies.
Results are customized to each user and built-in sharing buttons make it easy to share results and extend the reach of this campaign.
When analyzing the metrics of this new style of interactive landing page compared to previous forestry-themed landing pages, the results were clear. This new page had the highest onsite engagement rate of any forestry content, with the Forestry Quiz seeing 120,000+ visitors and over 3,700 clicks.
The Paper and Packaging Board’s Responsible Forestry Trivia Quiz is a great example of using a trivia quiz to drive more visitors to your site and increase engagement. Other use cases for the Wyng Trivia Quiz include:
