Challenge

Zewa (Essity) is the market leader in toilet tissue, a category which has seen declining growth. In 2017, Zewa created a new category with its wet toilet paper launch. The problem was that consumers don’t have anywhere in their bathrooms to store this new product. We had to solve this storage problem – without disrupting the design harmony of the bathroom – in order to ensure future growth for the category.

Stategy

The Designer Project was born: a contest for design students, with Zenith orchestrating a fully integrated strategy to bring it to life.

The competition invited design students to generate innovative ways to store and dispense wet toilet paper in the bathroom, and consumers would vote for the best product.

Due to production restrictions, we were not able to advertise the competition on the packaging, so we had to use other media touchpoints to engage consumers.

Our plan was to fully involve Zewa’s consumer and target audience in the product innovation phase. This would pull double duty by educating them about the new product and creating a valuable utility at the same time.

Execution

Stage 1: The Design Student

Invite design students to create a storage unit for wet and dry toilet papers as part of their annual curriculum. The finalists would be judged by a professional design jury, together with Essity’s Brand Manager and Publicis’ Creative Director.

Stage 2: The Consumers
We created a microsite to collect votes for the shortlisted design and to provide information about the storage solutions. The microsite was supported with an intensive digital campaign using high performance call-to-action messages across display, eDM, online video and social media.

Stage 3: Drive Earned Media
The winning design was announced at a press event to generate further earned media to the brand.

ROI

19,774

registrations

60%

brand growth

35%

market growth

50,603

votes on the website