FUSE Live

Cashmere Beauty Bar

  • Inspite of being Canada’s #1 selling brand, Cashmere Bathroom Tissue’s competitors were dominating the social space and Cashmere stood to lose share if it didn’t strengthen the connection with its consumers– but how do you get people to engage with bathroom tissue?!?!?
  • Our analysis revealed that Cashmere’s luxurious, fashion forward reputation wasn’t being properly communicated, so we brought this personality to life so that all of the brand’s uber-stylish fans could actually make friends with it.
  • The Cashmere Beauty Bar – a mobile activation that travelled key Toronto social hubs, TIFF and the Rogers Cup Tennis Tournament became the much needed “talk of the town”.
  • The campaign was designed to be shareable and was amplified through social channels.
  • Coupled with an always on social strategy- Cashmere gained an impressive amount of new friends, encouraged repeat visits, and strengthened its position as Canada’s favorite bathroom tissue.
  • 21% increase in share of brand engagement in the category
  • 440% increase in engaged users, from 1.7% to 7.5%
  • Inspite of being Canada’s #1 selling brand, Cashmere Bathroom Tissue’s competitors were dominating the social space and Cashmere stood to lose share if it didn’t strengthen the connection with its consumers– but how do you get people to engage with bathroom tissue?!?!?
  • Our analysis revealed that Cashmere’s luxurious, fashion forward reputation wasn’t being properly communicated, so we brought this personality to life so that all of the brand’s uber-stylish fans could actually make friends with it.
  • The Cashmere Beauty Bar – a mobile activation that travelled key Toronto social hubs, TIFF and the Rogers Cup Tennis Tournament became the much needed “talk of the town”.
  • The campaign was designed to be shareable and was amplified through social channels.
  • Coupled with an always on social strategy- Cashmere gained an impressive amount of new friends, encouraged repeat visits, and strengthened its position as Canada’s favorite bathroom tissue.
  • 21% increase in share of brand engagement in the category
  • 440% increase in engaged users, from 1.7% to 7.5%