Cushelle, a major brand under global hygiene and health company Essity, has appointed independent PR and social agency Tangerine to lead its social media strategy following a competitive pitch process.
The agency’s community-focused approach to social, combined with its extensive experience in engaging Gen Z and younger millennial audiences, will be used to elevate brand engagement.
The campaign, which will take a TikTok-first approach with additional activity on Instagram and Facebook, will focus on strengthening the perception of the brand as a leader in the paper category with the aim of delivering ‘outstanding sustainability, innovation, value’.
Leanne McLeod, senior brand manager at Essity, said: “We’re thrilled to welcome Tangerine as our new social agency partner. Social media is a proven channel for driving sales in the toilet tissue category so naturally it’s a key element of our strategy to drive strong growth for the Cushelle portfolio.”
Mary Harding, co-CEO of Tangerine, added: “We believe in the power of social in delivering measurable impact for brands and we’re able to demonstrate this first hand for our client partners; we can’t wait to bring our thinking and expertise to the Cushelle brand.”
The win adds to Tangerine’s growing portfolio of retail and FMCG brands, which includes Specsavers, Iceland Foods, Horlicks plus Essity brands TENA and Bodyform.
