Key Takeaways

• Cushelle needed to increase awareness and consideration of its new sustainable packaging.
• Cushelle were awarded the Good Housekeeping Getting Greener Accreditation which was used on all content created to show off its sustainable credentials.
• More people now recognise the brand comes in sustainable packaging and the campaign saw a 13% increase in purchase intent.

One page summary

The Challenge

Leading household brand Cushelle wanted to increase purchase consideration and raise awareness of their new improved packaging of Cushelle Double Rolls, helping position it as a sustainable product. Research showed that whilst many are passionate about sustainability, the majority of consumers don’t know how to tell if a brand is sustainable or not.

The Plan/Execution

Hearst created the ‘School of Sustainability’ to celebrate the sustainable steps Cushelle Double Rolls were making, encouraging and educating Hearst’s audience to do the same, powered by Good Housekeeping’s Getting Greener accreditation.

The campaign was activated across Good Housekeeping and Red. As part of the partnership, Cushelle was awarded the Good Housekeeping Getting Greener Accreditation – a ‘Hearst first’ for a toilet roll brand. This was front and centre of the campaign acting as a stamp of approval, making it easier for the audience to distinguish that Cushelle Double Rolls have made changes to become a more sustainable brand. The accreditation was used on the content created, through co-branded articles, digital display, print display and on the packaging.

The content Hearst created really resonated with young families, encouraging small sustainability swaps around the home. In print, Good Housekeeping December Issue featured ‘The Easy way to a Greener Lifestyle’ and co-branded articles online focusing on families, future generations and sustainability swaps helped educate the audience further on sustainable choices.

Results

The positive and powerful content, working hand-in-hand with the Getting Greener accreditation drove an increase in consideration, awareness and purchase intention. As a result of the campaign, more people now recognise Cushelle Double Rolls comes in sustainable packaging.

Red’s article ‘8 ways to raise eco-forward children who believe in sustainability’ the Hearst dwell time benchmark of 1:30 minutes was exceeded by a massive 3:02 minutes!

Dedicated Cushelle Engagement Posts pushing the sustainability message also exceeded benchmarks with Red +15% and Good Housekeeping +40%, demonstrating Hearst’s audience of young families on Facebook were very engaged. The Red social video ‘5 Sustainable Buys for Your Next Shop’ also proved a great success with a view-completion-rate +3% above benchmark.

Amongst those exposed to the campaign:

• 16% increase in consideration
• 13% increase in purchase intention
• 40% agree that the campaign told them something new about Cushelle Double Rolls