FIORA is a budget household paper product brand that is fairly new to the US market. FIORA came to us with the tagline of "Smart Feels Good', which we helped develop into a unique brand positioning. We helped them communicate emotional (Feels Good) and rational (Smart) benefits through brand communication pillars, creating a strong brand voice and personality. We also developed a unique visual style to help FIORA stand out and compete with bigger category players.
FIORA BRAND AWARENESS CAMPAIGN
FIORA needed an awareness boost among potential new consumers in priority markets that would emphasize the brand’s core value propositions. The FIORA team came to us asking for awareness campaign that needed to be highly effective, happen quickly, and on a very small budget.
In just 2 weeks, from concept to launch, we created a series of unique, folded paper-themed animated videos with concise messaging that ran across multiple digital channels. This campaign performed well above benchmarks with 165MM impressions and a 12% sales lift.
CD and Design: Melissa Egan, Ryan Lynch & Sam Sanchez Copy: Heather Bettis Animation: Jason Lavicky
MEGA ROLLS NEW PRODUCT LAUNCH
FIORA launched mega rolls in 2023, and asked out team to help make the launch a success. We created a series of videos that focused on the idea of wanting more for less, and how FIORA's new mega rolls gave consumers more of their soft & strong toilet paper for less money. We then expanded on the idea and playfully showcased what other benefits mega rolls had to offer... More sheets = less changing the roll, More rolls = less awkward SOS texts from the bathroom! More sheets = less “Mommmm!” Call-outs for emergency roll replacement.
We rolled out our videos across all social platforms, Youtube and programmatic ad spaces, as well as supported the campaign with social media, banner ads, and email marketing.
CD Art: Melissa Egan CD Copy: Sheila Trinley Director: Matt Meschede
PROGRAMMATIC AWARENESS CAMPAIGN
We created a programmatic awareness campaign for FIORA based on the strategy that consumers shop by color. The psychology of color has always been behind consumer behavior and action. Pairing that insight with the bright and cheery color palette of FIORA® packaging that sets it apart from the competition, we created an eye-catching video ad campaign that popped consumers into purchase.
CD: Melissa Egan Copy: Heather Bettis. Director: Matt Meschede Photography: Neil Burger
Along with the videos, we also ran a series of programmatic banner ads that ranged in style, messaging and purpose (consideration vs purchase) to test and learn which ads made the most impact.
FIORA SOCIAL MEDIA
We created organic social and paid social across FIORA's social channels (Instagram, Facebook, Pinterest, and TikTok). Our content ranged from how-tos and crafts, to engaging illustrations featuring everyday humor + FIORA products. All content centered on our 4 FIORA brand pillars (Value, Versatility, Connection and Caring).
Crafted by Ashley Poskin
Crafted by Ashley Poskin
In 2023, we launched FIORA's TikTok account, and ran content that was made specifically for the TikTok audience. It still felt close and relevant to the brand, but was more quirky and took part in community trends. The content created has been performing extremely well, with some videos having millions of views.
