Essity
Sustainable wellbeing away from home
Business for good
Working with Essity, the world’s largest professional hygiene and health company, to improve people’s well-being through leading product solutions. Transitioning their globally recognised brand, Tork, to a highly successful e-commerce offering via established channels such as Amazon, Viking, Office Depot and Staples.
Challenge
Essity’s key route to market was established distributor networks rather than direct to end user and there were commercial sensitivities around building an online approach. However, by 2018, 38% of traditional businesses had adopted a digital strategy, according to the IDC.
And, as competitors began venturing into e-commerce, they realised change was inevitable. The solution was to support existing distributor online channels and develop a presence on major e-commerce platforms like Amazon, Viking, Office Depot, and Staples.
Additionally, overcoming audience indifference – ‘it’s just toilet paper’ – would be essential. We had to demonstrate the benefits of a premium, captive system – less waste, maintenance, and refilling efficiencies. Whilst at the same time standing out in the busy online marketplace – this was a low-interest purchase, so we had to capture attention quickly and hold it.
Collaborate
Initial conversations in Gothenburg led to the launch of their digital and e-commerce journey. Initially, the brief centred around the production of motion animations with product-rich content for Amazon and Office Channel Distribution platforms, translated into 5 languages.
The forefront of our mind was that the animations had to be compelling in order to convert product interest into a purchase, at a point of sale where there was no interaction between seller and buyer.
From a target audience perspective we had to consider:
- Persuading the buyer to switch from their preferred supplier and product
- Attracting small businesses – dentists, doctor’s surgeries, co-working space, and offices
Create
Our creative approach followed a clear strategy:-
- Convince (Target) – buy products directly here
- That (Benefit or Belief) – added value through cost-saving, efficient processes, and time-saving
- Because (Reason to Believe) – leading Away from Home hygiene brand with a wealth of experience when it comes to products that can improve hygiene condition and are proven and tested by established end customers
Assets included animations for 42 systems, with 66 variations, and in 5 languages, including Russian. We also worked closely with the client to develop a series of cross-category and sponsored animations, and textless and secondary images.
Change
Essity has established a strong ecommerce platform, optimising content for 1,400 SKU's.
This has led to year-on-year progress, with sales growth increasing x3.5 in 2021 and delivering online penetration of 27% against overall business unit revenue. Through its strategy to focus on the fastest-growing customer and sales channels, Essity has been able to respond quickly to demand for an omni-channel approach.
Since 2018, e-commerce net sales have increased by 8%, equating to SEK 15 billion. It doesn’t stop there. Innovation is embedded throughout the Essity business model. They are leading digital transformation to create value for people, society, customers, and businesses – including virtual reality training, wearable technology for smarter care, real-time information for efficient cleaning, and ultrasound technology to empower patients.
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1.4
Million
Brand shop views
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14
Million
Ad views
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1
Billion
Digital shelf views
