Velvet: Trees for Cities

SCA Hygiene wanted to get consumers to switch to its brand of toilet tissue, Velvet, on the premise of it being exceptionally eco-friendly.

Velvet: Trees for Cities

Publicis Chemistry

THE TEAM

Traci Baxter, Richard Nall, Emma Heald, Rob Trono, Catherine Andrew, Ingrid Purcell, Paul Durrans, Deborah Collison, Olivia Thompson, Kevin Lindsay.

Other contributor:

Fallon - Advertising.

WHAT IS WONDERFUL ABOUT THIS WORK?

Velvet's tree planting USP was dramatised through the impact of trees on their OWN community, with an interactive Tree Viewer. Incremental sales led to an exceptional 286% ROI in year one: the most successful door drop campaign in SCA Consumer Tissue's history!

WHAT DETAILS OF THE STRATEGY MAKE THIS A WINNING ENTRY?

We had an ambitious objective to increase both penetration...

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