TORK

HEALTHCARE CAMPAIGN

TORK

Brief
We we’re engaged by the Tork Australia marketing team to produce a campaign focussed on targeting the healthcare industry (public and private hospitals). The objective was to raise awareness and to educate industry decision makers on Tork’s wide product offering – positioning the Tork brand as much more than a toilet tissue/hand towel business. Additionally, the campaign needed to increase market penetration linked to bundling hero product sales and increase overall Tork brand loyalty and customer retention.

Solution
A creative concept and messaging hierarchy was developed in collaboration with Tork, with the overarching campaign message “Total Hygiene Solutions For Healthcare” to position Tork as the leading hygiene experts and provide a holistic approach hospitals and healthcare facilities can implement to uplift hygiene standards. The concept was rolled out across several different assets, both for print and digital use. These assets created included: out-of-home ad shells, display banner ads, organic and paid social ads, web banners, brochures, and a thought leadership whitepaper. As part of the brief response, we also developed a digital media strategy and went to market with a paid ad campaign in Australia and New Zealand. This digital media strategy included Display and LinkedIn advertising targeting industry decision makers. Additionally, a lead generation campaign was activated via trade media channels with a focus on generating high quality leads for the Tork sales team pipeline.

Result
The campaign was well received with the Display activity delivering over 2M impressions and a strong click through rate of 0.08% across LinkedIn and increased on site activity resulting in increased awareness and enquiry.

Services
Campaign Strategy, Campaign Creative, Social & Copywriting, Media Planning & Buying