Lifting brand and sales for Australia's softest recycled toilet paper

The Challenge

icare is an Australian, family-run business producing quality recycled toilet paper and tissues that consistently tests comparatively in comfort and quality against the major, non-recycled brands.

Available primarily through supermarkets, tracking digital marketing success is quite a challenge. Our task was to identify their key audience and drive meaningful sales growth. What's more, we had to develop a way to measure tangible brand uplift and increased sales through their retail channels.

Our solution

Without a prior digital marketing plan, the team at Next&Co started from the ground up to compile information on the icare audience: eco-conscious consumers purchasing products with sustainability in mind. We developed buyer personas, sought to understand their motivations and developed a true omnichannel marketing strategy to connect with them at key touchpoints.

Using a mixture of programmatic media, content and influencer activity, we were able to precisely target this audience to build brand awareness and consideration.

As we introduced the brand to more people online, we grew consideration and sales through targeted "bottom of funnel" communications via icare owned social channels.