Project Description

The Big Idea

Rolling Feel Good out to UK consumers

Priestley Group

We were briefed to support the launch of a new 100% eco toilet paper brand.

It was the first branded consumer product to be delivered by WEPA UK – already an established manufacturer of private and own label products – so it was vital that we created maximum impact for the launch to ensure the brand’s success and help secure further listings.

Approach

What we did...

Priestley Group
Our objectives:
  • Effectively support the first (Waitrose) listing, ensuring a successful launch and drive further listings
  • Establish a solid online presence for the brand with a new website and social media channels (Facebook & Instagram)
  • Position the brand as a disruptor in the household paper category and an alternative to more expensive bamboo products
Our solution

To maximise the budget available, our strategy incorporated traditional trade media relations, but placed most focus on content creation and developing the brand’s owned channels.

This involved working with the brand team on a suite of creative assets including an animation, photography, videos, and other engaging content for social.

Our final launch strategy included:

  • Press announcement to retail trade media (grocery, independents, and convenience)
  • Animated video to introduce the brand to consumers, incorporating the main USPs
  • Launch and ongoing development of the brand’s Facebook and Instagram channels
  • Design and build of a dedicated website
  • Content creation for the website in the form of blogs and ‘just for fun’ articles
  • Print advertising in The Grocer, the retail industry bible
  • Consumer media outreach including sample boxes and branded merchandise
  • Social media advertising

The Results

What we achieved...

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pieces of coverage for the launch
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coverage views
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impressions across social within the first year
“Rumpus played an integral part in making the launch of Feel Good a success. From day one they demonstrated a deep understanding of the brand ethos and consumer touchpoints, meaning we could truly make a splash as a newcomer to the household paper category. We’re now looking to the future, with range extensions and further supermarket listings on the horizon; something which simply wouldn’t have been possible had Rumpus not worked with us to lay these strong foundations.”

Deborah Veitch, Customer Marketing Manager at WEPA UK.

Get in touch

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