Taking Tissue World’s audience by surprise

Södra Cell Marketing Manager Christina Wennberg shared the story and rationale behind the campaign "Keep Calm and Choose Swedish Family Forestry," in a presentation including some eye-opening video footage and campaign statistics.

Wennberg described how Södra interviewed commuters in London’s Waterloo Station in November last year, on camera, about the use of sustainably managed forests to produce renewable, climate-smart products. 

“From our pop-up stand in the station, we asked passers-by what they think of when they see a forest, including their ideas regarding changes in Sweden and Europe’s forest coverage over time,” said Christina. “The answers revealed that we have quite a job to educate consumers, but that is exactly what we have set out to do, in partnership with our customers on the basis that ‘Our story becomes your story’.”

Christina went on to outline how 5,000 travel-size packs of tissue were distributed during the day of interviews in Waterloo Station, each carrying a QR code taking consumers to a landing page full of easily accessible information about the sustainability of forest products. “A QR code is just one example of how we can work with tissue producers to inform and educate consumers,” added Christine.

The audience at Tissue World was particularly struck by the reach of Södra’s social media campaign which followed its pop-up appearance in London. More than 500,000 UK consumers engaged with the social media posts targeted at three UK cities in the three weeks which followed the day in Waterloo.

For Södra, the forest represents the potential for a more sustainable, fossil-free future based on renewable resources. That’s why every one of Södra’s 50,000 plus members practices sustainable forestry, nurturing their estates for future generations.

Watch the clip from London’s Waterloo station here.