Elevating Brand & Sales Through Design
Scotties needed to carve a niche in the “boring” tissue box category to capture market share and drive sales.
21%
↑ Millennial penetration
31%
↑ Instagram followers
65K
engagements on influencer posts
Client
Scotties
Industry
Consumer
Insights
Millennial women were an untapped audience for tissue sales.
Idea
Limited-edition designer tissue boxes, with influencer marketing to showcase Scotties as an aesthetic interior design statement.
A PRODUCT INNOVATION CAMPAIGN
To differentiate Scotties, we launched a strategic collaboration with designer and Millennial-favorite Genevieve Gorder to develop a limited-edition collection of holiday box designs. Then, to get the boxes in front of this untapped audience and reiterate Scotties positioning as a design-savvy brand, we partnered with popular lifestyle influencers who showed their followers how to incorporate the boxes into their winter décor, holiday entertaining and more with highly aesthetic content.
IMPACT
Our strategy repositioned Scotties as the design leader in its market, ultimately increasing Millennial household penetration by 21% vs. just 4% in the overall facial tissue category.
