When Returnity launched its reusable packaging program with FedEx, the opportunity extended well beyond a product announcement. The collaboration introduced a new approach to B2B shipping, making reusable packaging more accessible within existing parcel operations.
The launch required more than awareness. It needed to educate the market, establish credibility, and clearly communicate where reusable packaging delivers the greatest operational and financial value. The messaging also needed to move the conversation beyond sustainability and demonstrate how the program could improve efficiency, reduce costs, and integrate into existing logistics workflows.
As Returnity’s agency of record, Adduco Communications led the communications strategy supporting the launch. Working alongside both the Returnity and FedEx teams, Adduco developed and executed an integrated go-to-market program that aligned public relations, website content, social media, sales enablement, and ongoing communications around one clear business message.
Communications focused on the practical applications of reusable packaging in repeatable, closed-loop shipping environments, including store replenishment, reverse logistics, field service, and internal transfers. Rather than positioning the program as a replacement for every shipping application, the messaging showed organizations where reusable packaging could provide measurable operational and financial value.
The strategy continued well beyond the initial announcement. Customer success stories, pilot program communications, and ongoing media outreach reinforced market credibility, demonstrated real-world adoption, and kept the conversation moving as industry interest continued to grow.
Results
- Developed and executed a multi-phase go-to-market communications strategy supporting launch, customer adoption, and market expansion
- Secured 86 pieces of media coverage across online, print, and social channels
- Reached a combined 529 million online readers across media outlets covering the launch
- Generated an estimated 2.31 million lifetime views of earned media coverage
- Increased social media impressions by 40.5%, post clicks by 43.8%, and follower growth by 1,575% during the campaign
- Increased website traffic by 24% year over year, reaching more than 6,700 website visits
- Increased form submissions by 100% year over year and button clicks by 173% year over year, strengthening lead generation and visitor engagement
- Achieved an average engagement time of 1 minute, 44 seconds on the FedEx program page
By aligning public relations, digital marketing, website content, and sales communications, Adduco helped transform the Returnity and FedEx launch into an ongoing market education initiative. The result was greater visibility, stronger customer engagement, and a scalable communications framework that continues to support business development, customer adoption, and future growth.