Description

Context and aims:

 Zewa is an umbrella brand leader in the consumer paper category. The portfolio includes: Toilet Paper, Paper Towels, Tissues and Napkins. 
Up to 2022 Zewa used to be №1 in all categories with the highest brand power. Shares in money: 3-ply Toilet Paper 35%; Paper Towels - 27,8%. The brand appeared in the media almost all year round.

In the crisis situation in the 1st quarter of 2022, the brand partially lost its product mix and presence on the shelves, and entered a period of silence during 2022-2023. As a result, Zewa market positions weakened: the 3-ply Toilet Paper dropped by 9.1 percentage points, and Paper Towels by 2.2 percentage points in market share. Zewa remains the most expensive brand in the category.

Having gone through a business reorganization, the brand was ready to return to the media field in 2024, but the rights for the old videos had expired by that time. In 2024, it was vital to reclaim Zewa prior positions, re-establish the emotional connection with the brand, and bring to mind its high quality. The goal was to come up with a new creative platform that would work for all umbrella products. It might’ve become a logical continuation of past communication, however, at the same time it would not copycat it thoroughly but influence the perceived brand value.

Idea:

Quality paper role is typically not taken notice of, yet its presence significantly impacts comfort, coziness and helps to take care of our loved ones. It resembled House-elf in a way. However, the image of the traditional House-elf is rather obsolete and doesn’t correlate with gentleness and luxury. Thus, we used neural networks to create a unique mascot for Zewa that matches with the brand: a gentle, charming, delicate and fluffy House-elf, who knows his "job" well - taking care of the household, even when no one is watching.


The House-elf became the heart of the communication platform, within the framework of which we told "House-elf tales" about how the invisible House-elf Zewa surrounds the family with care and comfort.

The House-elf brand mascot first appeared in product TV/OLV commercials for different Zewa categories: toilet paper, paper towels and tissues. Therefore, we didn’t limit its use: House-elf appeared on Zewa banners on the Internet, on the brand website, in Zewa product cards on marketplaces, and moreover, it became the hero of Zewa brand media in Telegram, putting the brand communications in different Digital channels together.

Campaign results:
Reach 5+: Toilet paper, 2 flights – 51% (TV) / 6,9% (Digital incremental).

The ad triggers a positive reaction: “I like this ad” – 74%, significantly higher than the norm. This is also higher in comparison to the previous campaign rate with the previous hero.
89% of the audience liked House-elf (according to BHT). House-elf stickers in TG were used more than 4 thousand times, about ~20% of the “Osobo tsennye bumagi” \ ("Particularly valuable papers") channel audience - the character turned out to be loved by the audience.
Connection with the brand – 75%, which is 20% higher than the Ipsos norm. We’ve managed to maintain the continuity of communication with the previous platform without losing the consumer.
The “Toilet Paper” video differs - the rate is higher than the norm (70% vs. 43%) => which means we excel from the remaining communication clutter.
“Thanks to this ad, now I see what makes this brand different from the rest” 53% (vs. 38% norm).
The framework also adequately communicates product benefits: 82% considered “absorbent pads”, 88% “silky softness”, 83% “suitable for the most delicate skin”. The new brand character did not steal the show from the product.
Indicators above the norm (75% vs 55%) are associated with the Zewa brand => which means we’ve managed to maintain the continuity of communication with the previous platform without losing the consumer.
More than half of the surveyed are willing  to buy the product after watching the ad.
Sales of Zewa 3-ply toilet paper increased by 20.7%, paper towels - by 24.5% monetarily.

Credits

Evolution of comfort (ex. Essity) (client)

Yulia Soboleva - Marketing Director

Irina Monakhova - Marketing Communications Team Leader
Anna Yegorushkina - Marketing Communications Manager
Anna Dudkina - Marketing Communications Manager, Toilet Paper category
Tatyana Kirova - Marketing Communications Manager, Consumer Paper category


GREAT (Agency)

Viktor Donyukov - Managing Partner, Account Director

Polina Zakharina - Senior Account Manager
Olga Rainson - Strategy Director
Ruslan Kravchenko - Creative Director
Vadim Solovyev - Creative Group Head
Anna Vigonyailova - Senior Copywriter