Scotties Case Study

Core Objective

Following the announcement that Kleenex was exiting Canada’s consumer market due to “unique complexities”, the Scotties brand decided to quickly capitalize on the opportunity by implementing a tongue-in-cheek marketing campaign. 

Although already #1 in Canada in terms of brand popularity, Scotties was looking to increase its market share and reinforce the brand’s ongoing commitment to Canadian consumers.

Solutions

Working in collaboration with GroupM OOH & Hivestack, the brand launched a national (Canada-wide) programmatic DOOH campaign to generate awareness for Scotties facial tissues among key shoppers.

An audience of adults aged 25-54 composed primarily of grocery shoppers were targeted and the ads were activated on outdoor screens including billboards and street furniture. Specific retailers were selected as points of interest (POI) and screens located within a 2 km radius around those locations were served with the ad in order to reach the right consumers at the right time. 

From a creative perspective, the Scotties mascot, an adorable West Highland Terrier, appeared on the ad with the tagline “We Know How to ‘Stay’”, reinforcing the message that the Scottie’s brand would remain loyal to the market. The creative appeared in either French or English, depending on the province, further showcasing Scotties commitment to Canada by respecting its official languages.

Results 

The Scotties campaign was a huge success, not only from a Kruger Products Inc. perspective, but also from a creativity standpoint. Leveraging the Hivestack platform, the brand was able to quickly activate its messaging in the face of real-time circumstances, and was even picked up by a key industry trade publication.

The campaign generated an impressive 83 million impressions. A Brand Lift Study (BLS) also revealed a:

• 140% lift in brand image

• 55% lift in brand preference

• 69% lift in brand familiarity

Testimonial: 

“Not only was Scotties very quick to respond to the news, the creative was extremely brilliant. It featured their product’s mascot, a West Highland Terrier, in a seated position with the tagline “We know how to stay”. The programmatic DOOH campaign was able to utilize the double entendre along with their beloved and recognizable brand’s imagery, while playing on feelings of nationalism and loyalty, which was extremely well-received. - Ariane Levasseur, Account Manager, GroupM OOH