Scotties need to carve a niche for itself in the “boring” tissue box category to capture market share and drive sales
Insight
Millennial women were an under-tapped audience for tissue sales, and could be readily reached via social content and influencers
Idea
A partnership with interior designer Genevieve Gorder to develop a limited-edition collection of holiday box designs, supported by highly targeted lifestyle influencers who showed their followers how to incorporate the boxes into their winter décor, holiday entertaining and more


Results
Our strategy amplified messaging, repositioning Scotties as a design leader in the facial tissue market and produced timely content for the target audience, ultimately increasing millennial household penetration by 21%, vs. just 4% in the facial tissue category
^21%
millennial household penetration
^31%
Instagram followers
64,265
engagements on influencer posts