Baby Soft Toilet Tissue
How Humanz worked on a long term strategy to drive brand awareness and shift perceptions around toilet tissue.
Humanz was approached by Baby Soft in 2020 to enter into a long term partnership to implement strategies centered on shifting peoples perceptions around toilet tissue and to help start interesting conversations around a product that is usually a rather awkward topic of conversation.
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The Target Audience
The campaign targeted males and females aged 18-35
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In the beginning of the partnership, due to the pandemic, people were in a unique space mentally and emotionally hence the campaign attempted to apply comic relief in the content strategy. Humanz & Baby Soft collaborated and had creators showcase the product and the end results showed the product outside of its functional place i.e outdoors, making toilet paper rolls as accessories etc. this attracted negative attention resulting in the campaign content going viral with negative sentiments. Although the brand managed to get the attention of people, the objective to showcase the new package, functionality and product benefits was not lost. As a result, the brand and Humanz collaborated in making a change in strategy to be more intentional with the content created. The success of the follow up campaigns is evident that this shift worked with the campaigns far outperforming industry benchmarks