Scotties’ tissue-worthy campaign

The Kruger brand opts for an emotional branded content push to celebrate its partnership with the CBCF.

Scotties’ latest campaign might have you reaching for the tissues.

To celebrate 10 years of the Kruger brand supporting the Canadian Breast Cancer Foundation (CBCF), it is rolling out a new branded content initiative in advance of Breast Cancer Awareness Month.

“The Power of 10″ campaign features the stories of 10 women who faced cancer and the unsung heroes who helped them through their treatment in a four-minute video, as well as 10 30-second shorts.

The campaign, by Fuse Marketing, builds off the insight that many see Scotties as an unsung hero – always available to wipe noses and tears, says Kelley Dorris, digital communications strategist, Fuse. When charged with coming up with a campaign to celebrate the brand’s commitment to the CBCF, Dorris says the agency was inspired by this insight, and wanted to learn more about the support system.

Scotties decided to try its hand with branded content because emotional spots resonate more and are more likely to be shared and talked about, and longer form allowed them to create a deeper connection with the cancer survivors. Each video view will mark a $1 donation from the brand (up to $10,000) to the CBCF.

The campaign, supported by OOH, transit shelter, and magazine ads by John St., targets women 25 to 54 with kids at home, adds Oliver Bukvic, category director, facial tissue, Kruger. It will also be supported on social channels and through digital ads, he says.