FIORA® Brand of household paper products (bath tissue and paper towels) needed an awareness boost with the goal to increase brand awareness among potential new consumers in priority markets while still emphasizing its core value propositions. Plus, Fiora wanted to use this opportunity to test and learn across creative messaging, top markets and different seasons.
Objectives & KPIs
Drive Fiora Brand Awareness among potential customers in Priority Markets, using Digital & Paid Social tactics.
Also, track and measure creative options, markets, and seasonality.
Leaning into the idea of the brand's paper substrate (bath tissue, paper towels), we created a series of unique, folded-paper themed animated videos with concise messaging. These videos featured a unique origami illustration style that represented images to visually translate the product's core attributes for two approaches:
ANIMALS: Bunny = SOFTNESS, Elephant = STRENGTH, PIGgy bank = AFFORDABILITY
OBJECTS: Cloud = SOFTNESS, Dumbell Weights = STRENGTH, Tree = SUSTAINABLE, Water Droplet = ABSORBENT
Also, we built different formats to test creative variations for videos, carousels and placements in platforms.
We developed a targeted audience of Females, Age 25-54, with interests and behaviors as well as keywords in Cleaning, Cleaning Products, Home, Family, Home Improvement, Homemaking, and Parenting to build our audience segmentation. Then we homed in on the brand's top ten markets and set up two campaign flights in January and September to test seasonality differences.
The media plan ran video ads across Facebook, Instagram, YouTube, and programmatically to drive high impression delivery at a low cost and garner as much attention as possible. Data was measured for social media placements including Home Feed, Stories, Audience Network, Explore Feed, and Video Feed.
Fiora Origami Campaign
Digital Video delivered 82MM impressions with an extremely efficient CPM of $3.55, and far below the category benchmark of $10.
Paid Social Ads on Facebook & Instagram delivered over 83MM Impressions with an efficient $3.29 CPM, beating the $5 benchmark.
Achieved audience Reach of 80 to 88%, and 7-8X Weekly Frequency.
37MM YouTube completed video views.
Seasonality differences between January and September flights were not significant as shown by similar CPMs and Weekly Frequencies.
The origami creative variations (animals vs objects) that ran across all Facebook & Instagram placements also performed equally well with no significant differences.
All Top 10 Target Markets gained sufficient delivery at an efficient CPM, with delivery skewed towards Los Angeles, Houston & Chicago due to population density. Delivery also skewed towards younger (25-34) audiences on Facebook & Instagram.
We achieved or exceeded all KPIs by delivering the right ad units to the right shoppers at the right times. And we did it with fun, animated origami content that successfully kept the FIORA Brand top of mind among our target consumers.
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