CASE STUDY: Andrex® Eco launch campaign
Provided by smp
How we helped Andrex® transform the perception of eco toilet tissue
What was the Challenge / Background of the Campaign?
Thirty years ago, it was decidedly un-cool to be green, but not now. Many shoppers today actively seek out eco-friendly products for use around the house. As the market leading toilet tissue manufacturer in the UK, Andrex® had developed an eco toilet tissue using a combination of 90% recycled fibre and 10% sustainably sourced bamboo. The result was a tissue that was not only soft, but also cost the same as Andrex® Classic White. But the company faced a major barrier. Few shoppers believed that an eco toilet tissue could be soft and green, and still offer value for money.
What was the Campaign Objective?
Our objective was to change this perception when Andrex® Eco launched - eco toilet tissue could be soft and green.
Our TGI location ranking tool used a set of six campaign-specific criteria to identify that the optimal place for our experiential campaign would be major UK shopping malls.
Andrex® was keen to know what ROI this could deliver, so we assessed the approach and our proposed locations with our experiential ROI tool, to determine the most profitable way to deliver the campaign.
What was the Solution?
The 'Get Bamboozling!' campaign we created encouraged shoppers to switch over from their usual roll to Andrex® Eco and see if their family noticed the difference. Bamboo toilet tissue dispensers allowed shoppers to feel the contrast between the hard bamboo and the soft toilet tissue. Meanwhile a Bamboozle booth used pioneering face recognition technology to measure how bamboozled shoppers were by the softness of Andrex® Eco, and entered the shopper into a competition to win Eco prizes. We also carried out in-store activity in 130 Sainsbury's and Tesco stores.
What were the Results?
Every campaign pound generated £2.26 profit
35% of engagers went on to buy Andrex® Eco
41% of engagers planned to buy Andrex® Eco in the future
Those who went on to buy had purchased 2.8 packs each by the time of research
What were the Key Learnings of this Campaign?
'The experiential campaign smp created for Andrex® Eco was founded on well thought out, sound planning, which set the foundations for the delivery of a great campaign. They took the key behaviour change required to cut-through, then remained resolutely focused on providing an experience that would enable consumers to take this journey, overcoming their scepticism that recycled toilet tissue can never be soft. The resulting post-campaign figures for both belief in the proposition and claimed purchase were fantastic.' Matt Stone, Brand Manager, Andrex®