Tuffy Ultimate 4 Ply
New Zealand’s Strongest Paper Towel
Tuffy engaged us to launch their new Ultimate 4 Ply Paper Towels into the New Zealand market-a genuinely innovative product with a bold claim: New Zealand’s most absorbent paper towel and the only 4 Ply on the market.
Situation
The launch objective was to build new product awareness, drive pack recognition to support findability on shelf, and land the product’s key point of difference with the audiences most likely to reach for it.
To do this, we identified New Zealand key opinion leaders whose audiences reflect the household shopper- the person making the buying decisions.
Strategy
We developed the Tuffy Ultimate Challenge-a creator-led campaign that put the product’s performance credentials front and centre. Fifty New Zealand KOLs each received two packs of Tuffy Ultimate and a simple, compelling brief: show us how you clean up. The format was intentionally open, inviting creators to bring their own personality and household moments to the content, resulting in an authentic and highly varied library of real-life product use.
The creative freedom proved to be a strength of the campaign. The variety and quality of content produced was exceptional, and we were able to identify and acquire five standout pieces to amplify as paid UGC ads-extending the campaign's reach and giving Tuffy a strong bank of performance-ready creative assets.
SERVICES PROVIDED:
• Campaign Strategy and Concept Development
• KOL Identification, Outreach and Management
• Brief Development and Creator Communication
• Product Seeding and Fulfilment
• Content Monitoring and Reporting
• UGC Review, Licensing and Asset Acquisition
RESULT:
The Tuffy Ultimate Challenge reached 1.5 million people and generated 3.2 million impressions, with an engagement rate of 7.1K across TikTok, Reels and Posts. The campaign delivered a return of 6x the campaign cost. Beyond the numbers, the activity successfully built new product awareness, established pack recognition to support in-store findability, and clearly communicated Tuffy Ultimate’s hero message: New Zealand’s most absorbent paper towel, and the only 4 Ply on the market