CASE STUDY: Upcycle to Andrex® Eco

Provided by smp
A unique sampling campaign that delivered single rolls of Andrex® Eco to highly targeted households at a highly relevant time.
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What was the Challenge / Background of the Campaign?

Eco toilet tissue has historically meant that consumers have to trade softness for ethics. Andrex has always owned 'softness' and was not prepared to launch an Eco toilet tissue until it could compete favourably against standard rolls. New Andrex® Eco made from recycled paper together with a unique ingredient of bamboo really delivered on the softness promise. However, the challenge was now to reach out to our core target market of Green Valuers in the most efficient & engaging way and convince them of the fact.

What was the Campaign Objective?

To deliver laser targeted samples of Andrex® Eco directly to our audience (Green Valuers) homes, specifically: 1. Driving trial 2. Educating our target audience as to the benefits of Andrex® Eco 3. Driving sales

What was the Solution?

Samples of Andrex® Eco were hand delivered directly to the target audiences' homes on the day they had their recycling waste collected. Samples were left clipped to recycling bins once the bins had been emptied, or handed directly to residents on their doorstep. Samples consisted of a single roll of Andrex® Eco and a 50p money of next purchase coupon, packaged in a printed, recyclable polythene wrap. Sample packs, vehicles and uniform branding combined visual elements from the Andrex® Eco product packaging and 6 sheet posters used in the campaign.

What were the Results?

Nearly 124k samples were delivered on recycling days in 4 weeks According to Experian data 88.96% of households visited were eco conscious We achieved a coupon redemption rate 3.26%

What were the Key Learnings of this Campaign?

Matt Stone, Andrex® Brand Manager said, "This was a great campaign devised and expertly executed by smp, delivering real media efficiency through excellent targeting. Their innovative use of Experian data meant we were able to reach a very specific target audience in a highly effective manner, directly into their homes".
BudgetReach & FrequencyTarget AudienceMedia Used
£101k to £250k
All adultsBoth
ABC1
Main Shopper
DIRECT MARKETING
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
All RegionsAll YearDRIVE TRIALSALES PROMOTION
SAMPLING
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