Nova Tissue

Specialising in the conversion of paper into high quality, low value toilet tissue and kitchen towel for the consumer and ‘away from home’ markets, SME Nova Tissue had always relied on word of mouth recommendation and repeat business from owner-managers of businesses such as wholesalers, discount retailers, and janitorial supplies companies. However, the marketplace had changed and they were increasingly having to competitively pitch to customers in the buying departments of larger companies who they did not already have relationships with.

Previously called Rose Tissues and with a 20 year old website and no marketing strategy in place, we first set about understanding the company’s USPs, products, customer base and long term growth plans. We then created a brand communications guide that articulated the company’s values, ethos, tone of voice and proposition, and used this to brief our designer on the creation of a new corporate identity and new company website.

12 months after the launch of the new website, we then supported the company through a complete re-brand and change of company name to Nova Tissue.

We have been working with the company for several years on an ongoing basis to help them engage and stay front of mind with past, existing, and target customers via the website, email marketing and strategic use of relevant social media channels. We’ve also helped to launch and ‘roll out’ a direct-to-consumer eco-friendly and recycled toilet paper range, which was already established when Covid-19 hit and meant that the company could easily adapt to new markets. Because of this profile, the company was approached by the national media to comment on the toilet roll ‘stockpiling crisis’ at the onset of the pandemic. We supported the MD in appearing on national TV to provide reassurance, building the reputation and sustainability of the company over the long term (see more here).

At the Chartered Institute of Public Relations’ (CIPR) Yorkshire & Lincolnshire Awards 2019, we beat off competition from a much bigger agency with a much bigger campaign budget in the Best Use of Content category to win a Gold Award for our work with Nova Tissue. We were recognised for not only our creativity but also our tangible impact on the business, contributing to a 20% increase in sales enquiries, almost all of which come via the website, and significant turnover growth from £6.5m in 2017 to £8m in 2018 and a projected £9.5m in 2019. Our cost effective, agile campaign also contributed to a net profit increase of 40% from 2017 to 2018.

Now that we’ve tackled loo roll manufacturing, we know that we really can turn our hand to anything!