GOOD KARMA
MAY 2021 – DECEMBER 2023
A brand specialising in 100% recycled and unbleached tissues made from pre-consumer industrial waste and packaged with zero plastic.
GOAL
To own the complete marketing efforts of the brand and increase awareness and shifts in consumer behaviour towards brown tissues.
WHAT WE MANAGED
+ Marketing Strategy & Analysis
+ Social Media Calendars & Management
+ Content Shoots
+ Influencer Marketing
+ Performance Marketing
+ Omni-channel Assets (Blogs + SMS + Emailers)
REAL.
RELATABLE.
LIGHT-HEARTED.
How do you get people interested enough to follow a tissue paper brand?
We had two key goals in mind when reimagining Good Karma’s marketing communication. First, instead of just ‘selling’ the products, we wanted to show how they seamlessly fit into everyday life, using real-life settings and real people. Second, we shifted our strategy to focus on a more relatable, humour-led approach about the lifestyle that surrounds the product. Boring, monotonous content was out of the question. The big win? We’ve had people tell us they follow Good Karma’s page just for the content.
4X INCREASE IN FOLLOWERS
INFLUENCER PARTNERSHIPS
Brown tissues are new. To introduce a shift in behaviour and to bridge the barrier of purchase, we wanted many people to simply give the product a go. We knew the product would speak for itself. So, we manually curated and engaged with over 700 influencers in 4 months to try the product and increase awareness within their micro-communities in an organic manner; they then turned out to be genuine advocates and long-term consumers of the brand.
700 PARTNERSHIPS
IN 4 MONTHS
