Services Provided
Problem
Familia had an important position in the hygienic paper products category. There were also periods when the brand held market leadership in some product groups. However, sales were not sufficiently reflected in brand equity.
Solution
In-depth subliminal research based on the Soulmate research model was conducted with the target audience groups of the brand. People’s feelings about toilet paper, the place and the importance of toilet paper in their lives were analyzed. On the other hand, the elements of the brand (advertisements, logo, penguin icons, brand name, etc.) were examined and the degree of overlap with people’s needs was revealed.
Result
Familia is starting to reap the fruits of the change in communication as of the first quarter of 2022. In the brand health research, there was a 10.8% increase in the brand’s affinity score in April 2022 compared to February 2021. A 12.1% increase was achieved in brand performance. On the other hand, the latest ad copy outperformed the industry standards in recall and brand-matching parameters. 29.7% of its closest competitor in the brand match; In recall, it achieved a score above 44.4%.
