Rolling out the red… toilet paper!
Celebrated Portuguese household paper company Renova was looking to enter the North American market, selecting Canada to debut its signature brightly-coloured products. Having secured one national retail account, Renova tasked Felicity with driving an immediate injection of sales at that retailer, and stimulating demand to attract additional accounts.
To introduce Renova to its target audiences in the Canadian marketplace, Felicity identified nearly 190 members of the hospitality and interior design community, as well as entertainment and lifestyle media across the country. Each individual received a bright and beautiful Renova bag, containing product samples and background information. Felicity also helped to secure media coverage for Renova’s participation in Scotiabank Nuit Blanche for fall 2013.
A few months later in December, the team also identified an opportunity to earn branded media coverage for Renova when Beyoncé’s Mrs. Carter World Tour visited Toronto. A leaked tour rider showed the superstar requested red toilet paper, so Felicity sent the singer a gold platter of Renova’s products, while sharing a photo of the gift with entertainment media.
Felicity earned extensive buzz and media coverage for Renova, generating 38 articles with a total reach of more than 21 million impressions, exceeding the team’s goal by 45%. Renova was then able to leverage this media exposure in attracting additional retailer interest to carry its products, while also driving in-store consumer traffic and demand. The Felicity team was recognized for its efforts with the IABC 2014 OVATION Award of Merit for Media Relations.