Iris > Case Studies > Innovative IoT Marketing Campaign for Neve Toilet Paper and Wipes

Innovative IoT Marketing Campaign for Neve Toilet Paper and Wipes

Applicable Industries

Paper & Pulp

Applicable Functions

Sales & Marketing

About The Customer

The customer in this case study is Kimberly-Clark, a multinational personal care corporation that produces mostly paper-based consumer products. Kimberly-Clark owns the Neve brand, which was the first to introduce two-ply toilet paper in Brazil in 1973. Since its launch, Neve has been committed to providing the best bathroom experience possible. The brand continually strives to innovate and improve its products, as demonstrated by the introduction of Neve Wipes. The 'Metaphors' campaign was a significant part of Neve's efforts to promote these wipes and encourage consumers to use them in conjunction with Neve toilet paper.

The Challenge

Neve, a leading toilet paper brand in Brazil, faced a significant challenge in marketing its two-ply toilet paper and Neve Wipes. The company wanted to demonstrate that using toilet paper alone might not provide the best bathroom experience and that combining it with Neve Wipes could enhance cleanliness. However, conveying this message in a tasteful and engaging manner was a considerable challenge. The company needed to create a marketing campaign that would not only educate consumers about the benefits of using both products but also encourage them to visit the brand's website and interact with the brand on social media.

The Solution

To address this challenge, Neve collaborated with iris, a marketing agency, to create an innovative social media marketing campaign called 'Metaphors.' The campaign involved the production of a film that used various metaphors to illustrate what happens in the bathroom and how toilet paper and wipes work together to deliver perfect cleaning. The film was scored with classical music that built tension and delivered relief, adding an element of sophistication to the campaign. The 'Metaphors' campaign was designed to be engaging and informative, encouraging consumers to combine Neve toilet paper with Neve Wipes for an enhanced bathroom experience. The campaign was also aimed at driving traffic to the brand's website and increasing interactions on social media posts.

Operational Impact

The 'Metaphors' campaign was a resounding success, achieving significant operational results for Neve. The campaign not only increased awareness of the benefits of using Neve toilet paper and Neve Wipes together but also drove significant engagement with the brand. The film was viewed 20 million times, demonstrating its wide reach and the effectiveness of its message. The campaign also drove a significant amount of traffic to the brand's website, with 141,000 visits recorded during the campaign period. Furthermore, the campaign generated 311,000 interactions on social media posts, indicating a high level of engagement with the brand and its message. These results demonstrate the effectiveness of the 'Metaphors' campaign in achieving its objectives.

Quantitative Benefit