MILL AWARDS Best Tissue Marketing Strategy Award:
Vajda Papir KFT Hungary Brand: Ooops! Best Marketing One-Liner: Whatever happens!
Vajda Papir KFT has developed ‘Ooops’ sanitary paper product line which are high quality and affordable for anyone. By using 3 key drivers a) Customer Brand Awareness; b) Customer Brand Attitude; c) Customer Perception Vajda Papir was able to gain brand awareness, importance in market and value share, by communicating the benefits of their products to their target audience, with consistent communication messages through the adaptation of integrated marketing communications. Besides the usual above-the-line as well as below-the-line marketing strategies, Vajda Papir targeted at their domestic consumers - primarily families with children - emphasizing on the need to clean up after childrens’ joyful and creative activities during play and dinner times when OOOPS! becomes indispensable. The company encourages its customers to showcase their own Ooops experience through social media and YouTube, sometimes with a small video. The main takeaway here is all about consumer-generated content, specifically targeted at collectively brand recognition. Ooops relied on YouTube and Facebook communication channels to approach customers and stimulated consumer engagement and involvement. Vajda Papir also searched for more insight by conducting surveys with their customers and used their feedback on social media platforms. These consumers are no longer just end-users located at the end of the value chain. Instead, they are fully taking part in the marketing. With such customer engagement, the interactivity, reach, speed and flexibility are enhanced and allows Vadja Papir to engage customers in collaborative co-creation processes.