Satino.
Supporting the hygiene tissue revolution
Thechallenge.
Hygiene paper brand Satino by WEPA has been heavily investing in sustainability research since 2013, as it seeks to minimise its use of virgin fibres. The brand was set to launch its new product line, Satino PureSoft, across the UK and Ireland.
The innovative production process behind Satino PureSoft involves recycling corrugated cardboard – a widely untapped resource – into soft, hygienic paper.
This method reduces energy and water requirements across each phase of production and helps to keep valuable fibres within the material cycle. Satino by WEPA employed Rumpus to carry out this product launch.
Our objectives were to help change public perception of recycled hygiene paper, coordinate and support the launch of Satino PureSoft at The London Cleaning Show, use press activity to achieve awareness of the product, and coordinate the advertising schedule and budget.
Insightand strategy.
We created a launch strategy around the London Cleaning Show. This would allow prospective customers to touch and see the products in person, something that was crucial to achieving the objective of changing perceptions of recycled hygiene paper.
Building this momentum meant people knew to come to the Satino stand to learn more about the product range.
Results
New business leads per week
Day event support
Online coverage views
Coverage views on social
Ourexecution.
Prior to the show, we executed a press campaign, introducing Satino PureSoft to the trade press through a launch release. Following this, we secured a number of thought leadership articles on sustainable hygiene paper, bylined to the Satino by WEPA spokesperson, Ali Sharpe.
We also coordinated an advertising schedule which, together with the press outreach, spread the word of the new product range coming to market.
During the show, our team were on hand to promote the product to visitors. We ensured our team developed in-depth market knowledge that enabled them to speak confidently and persuasively with visitors. We conducted ‘blind feel’ tests with Satino PureSoft products against its competitors. Alongside this, we collected qualitative data that showed public perceptions, preferences and requirements of away-from-home hygiene paper. This data would later be used to support further press communications.
Measurableimpact.
The launch generated 67K online coverage views and 56.7K coverage views on social, alongside 841 total social engagements and nine trade adverts. Most importantly, the activity translated into commercial results, generating three business leads per week and helping Satino by WEPA secure its first contracts. The campaign successfully combined trade PR, advertising and three days of event support to build awareness of Satino PureSoft and support its introduction to the UK and Ireland market.