Bravo Paper Towels Integrated Campaign
Consumers speak with their wallets. And research shows 2/3 of Americans are willing to pay more for a more sustainable product. And eco-friendly Bravo Paper Towels, made with up to 75% recycled materials, are answering the call for a cleaner, greener paper towel option.
After a successful trial, Bravo Paper Towels were rolled out in Target stores nationwide. Getting them on shelves was one challenge—getting them off shelves and into carts was next. Sellars, the parent company of Bravo® Paper Towels, enlisted C-22 as its agency partner to raise awareness, build interest and drive consumers to purchase at Target stores or on Target.com.
Our team strategized a comprehensive, multi-step plan to tackle each of these objectives. The first step was gathering both video and photo assets to bring the strategy to life.
Video & Photography
To spread the Bravo name far and wide, we created a set of videos to tell the story of the unique features and benefits that Bravo offers. Our goal was to create videos that were entertaining, informative and catchy to capture the attention of our targeted audience (and maybe stick in their head a little, too).
Creative brainstorming sessions led to concepts, scripts and storyboards. Our team then identified the perfect talent and set locations before executing an on-site shoot that captured hundreds of images and produced one full-length video and four cutdowns. We then created a custom music track to accompany the action, making the videos unique and memorable for viewers. The videos and assets were used across advertising and digital channels, including the product page on Target.com.
Website Redesign
Utilizing our new high-quality photography, we worked with the Sellars internal team to redesign the Bravo® Paper Towels website. The update ensured the website aligned with the latest Bravo messaging while adding new pages and SEO-optimized content.
Social, Organic & Paid
Next, Bravo got social. Our team took a deep dive into the Bravo audience and where they spend their time online. We then launched new social media channels and refreshed existing ones to better engage with the audience. On Facebook and Instagram, we created organic posts that showcased the Bravo product, promoted exciting Target Circle deals and discounts to encourage purchase and highlighted benefits for both the environment and the home. To position Bravo as a thought leader, our team launched Bravo on Pinterest where we crafted content on cleaning hacks and tips for spaces throughout the home.
We also conducted an initial 3-month paid social campaign on Facebook, Instagram and Pinterest to raise overall awareness of Bravo with new targeted audiences.
Each of these marketing materials worked together to achieve the end goals—building awareness, increasing interest and promoting purchase at Target.
C-22 was a valuable partner in supporting Bravo’s nationwide launch at Target. From video and photography to digital and social, they helped us create the content and campaign support needed to build awareness and support continued growth.
Erin Zdanczewicz, Marketing Communications Manager
Sellars
Looking for more? See our previous trade show booth and promotion on behalf of Sellars.
