Inspiration
To launch Cashmere bathroom tissue in 2004, Kruger Products created the White Cashmere Collection, a couture clothing collection crafted entirely out of Cashmere tissue by Canadian designers.
In 2008, Kruger recognized there was low consumer awareness for Cashmere’s support of the Canadian Breast Cancer Foundation (CBCF), a relationship that began in 2005. So for Breast Cancer Awareness Month (October) that year, the company created and launched new, limited-edition Pink Cashmere, Canada’s first coloured bathroom tissue in a decade. Pink Cashmere was conceived as a fund- and awareness-raiser for the CBCF, with 25 cents from the sale of every package going directly to the cause.
To further promote Pink Cashmere, the coloured tissue was incorporated into the now-annual White Cashmere Collection, creating the “Fashion with Compassion” platform to promote the brand’s commitment to CSR.
Strategy
With help from John St. for English creative, Saint-Jacques Vallée Y&R for French and Strategic Objectives for PR, the strategy was to create a national program designed to generate media coverage for the White Cashmere Collection: Fashion with Compassion. Cashmere amplified its support of the CBCF with an online fundraising initiative, Vote Couture for the Cure. Canadians were invited to visit Cashmere.ca and the Cashmere Facebook page to vote for their favourite designer fashion photo. For every vote, Cashmere would donate $1 to the Foundation (up to $10,000).
Execution
In September, Cashmere hosted its fashion show at the Art Gallery of Ontario, hosted by breast cancer survivor and CTV’s Canada AM co-host Beverly Thomson. The collection was curated by designer Farley Chatto and featured 15 Canadian designers all showcasing garments and accessories crafted in Cashmere bathroom tissue.
The show was supported by six bilingual national, traditional, social media and blogger relation programs over a 10-month period, targeting fashion, beauty, lifestyle, news, trade and consumer journalists. Montreal and Ottawa media tours expanded regional coverage. A fashion show was also staged at The Bay’s Montreal flagship store.
Finally, the collection lived through month-long window displays at The Bay’s Montreal and Toronto flagships, bringing real-life engagement to the prime demographic throughout Breast Cancer Awareness Month.
Results
This year’s campaign surpassed objectives, garnering 129 million media impressions through 241 media stories – all positive message-driven coverage.
Cashmere’s Facebook fan base grew to more than 19,500, up from 3,000 prior to the campaign, with more than 11,000 people voting for their favourite design.
Kruger is one of the CBCF’s top five national brand partners and the Collection has made a significant contribution to the success of Cashmere bathroom tissue with a 10-point share growth.
Judges’ comments
“This is a campaign that has stood the test of time. Making Cashmere the ‘couture’ of bathroom tissue is no easy feat and very ownable. At the same time, they have managed to support a very worthy cause.”
– Stephanie Cox, Hellmann’s
“This campaign is the epitome of strength. Strength in appeal: a unique product feature that stands out from the hordes of ‘pink’ brands; strength of survivors: survivors of breast cancer are inherently strong, and Cashmere integrated them in meaningful ways; and strength of the product: the fashion produced was visually stunning – incredible that it is made from a product that deals with delicate areas.”
– Mandy Dennison, RIM
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