Who Gives a Crap Brand Launch
Good Goods looked to cartology to launch their profit-for-purpose toilet paper range into Woolworths Supermarkets.
sales
brand awareness
new to brand or universe
Background & Objectives
Launching the widely successful eCommerce brand into Woolworths, Good Goods looked to Cartology to drive large scale launch brand awareness and in store sales.
Cartology Solution
Cartology delivered a targeted campaign, leveraging Who Gives a Crap unique brand attributes to drive large scale in-store brand awareness and purchases.
Digital
Digital was used to prime customers prior to shopping in store, with a takeover eDM launching the brand at Woolworths with category buyers.
In-store
Disruptive creative on Woolworths Front of Store screens, captured attention and directed customers down the paper aisle. This was complemented by sustainability led in store creative alignment across at-shelf point of sale.
Everyday Rewards
The Everyday Rewards program re-engaged customers who purchased, to drive product loyalty through an always on eDM strategy.
Campaign Results
The campaign successfully engaged customers, driving strong brand awareness (+13%) and launch sales ($1.1m).
The program also had strong engagement with Everyday Rewards members (70% of sales from members).
Creating a unique brand experience in a retail environment was a new venture for us, but an important step to reach more bums and to increase our social & environmental impact.
With this campaign, we aimed to increase awareness of our products being available in Woolworths stores, to get more consumers to switch to eco-friendly toilet paper and to complement our in-store retail marketing efforts with our first ever global brand campaign.
By partnering with the retail media experts at Cartology, we delivered highly successful results, bringing our brand into 900 Woolworths stores, and creating unique experiences for our customers. This campaign paved the way for us to reach more consumers beyond our D2C model and was a strong start to our commercial partnership with Woolworths."
