Cashmere Social Media
Cashmere Bathroom Tissue may be Canada’s #1 selling brand, but getting Canadians to roll with it on social media was a whole other story.
Given the fact that its competitors were already dominating the social space, Cashmere needed a one-of-a-kind approach to take it from household name to Facebook fame.
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FUSE Marketing Group • 379 Adelaide St. West, 4th floor • Toronto, ON M5V 1S5 • 416-368-FUSE (3873)
Cashmere’s luxurious, fashion-forward reputation wasn’t being properly communicated in social media. So we brought this personality to life so that all the brand’s über-stylish fans could actually make friends with it. Instead of talking about bathroom tissue, we defined an editorial-style content strategy and gorgeous visual look that encompassed our target’s actual interests. To gain fans, we developed engaging campaigns that reinforced Cashmere’s reputation as fun, fashion-savvy, and philanthropic. Finally, we keep Cashmere’s pals consistently entertained with a jam-packed social calendar filled with tips, trends and sharable memes. It’s like a fabulous conversation during girls’ night in. This approach has transformed Cashmere into an “it girl” on Facebook. It’s gained the brand an impressive amount of new friends, encouraged repeat visits, and—even better—led to multiple shares.
In the first year alone, our social content makeover garnered Cashmere an incredible 42% increase in fans (from 98,000 to 140,000—we’re now over 158K and growing), as well as a 21% increase in share of brand engagement in the category. And we more than quadrupled Cashmere’s engaged users, from 1.7% to 7.5%.