Case Study: Reel
Public Relations • Influencer • Campaign Concepting • Content Creation
Overview
We use toilet paper and paper towels virtually every day–often without understanding their impact on enormous problems, like deforestation and climate change. Reel is committed to helping solve those problems, with products made from bamboo and recycled paper, and plastic-free packaging. But the market for more environmentally friendly paper tissue products is a surprisingly competitive one, so Reel hired Skoog to help them emerge as industry leaders.
PR & Influencer
The backbone of our PR strategy for Reel consisted of always-on coverage of the brand and its products in reviews, roundups and awards from sustainability-minded publications. We coupled this with targeted pitches around new product launches and major brand initiatives, such as launching its bamboo toilet paper in Target stores. That’s all in addition to a robust influencer campaign that involved gifting ~100 influencers focused on sustainability, home/interiors, health/wellness and family.
Creative Content & Concepting
To make the most of Reel’s Target launch, Skoog developed concepts for an integrated advertising campaign spanning digital display, social, online radio, search and traditional OOH tactics. To aid Reel’s thought leadership efforts, we drafted a longform piece touching on topics like deforestation and climate change–and the role disposable paper tissue products play in these crises. We also developed creative concepts for how to translate excerpts from the full text into quick-hit applications on the product packaging, website, digital campaigns and more.
Notable Press
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