Seventh Generation

Situation

With a growing demand for natural household products, the American leader in natural and non-toxic household and personal care products set out to grow their Canadian market share by 18 per cent. Seventh Generation identified that their core Canadian consumer was centered in the area of Lifestyle of Health and Sustainability. But unlike their American audience, Seventh Generation was unclear on how to effectively communicate and drive brand awareness and had a limited Canadian team to support with marketing and PR.

Solution

Building on a foundation of digital and retail advertising, Talk Shop approached Seventh Generation PR and influencer outreach by assigning six distinct PR and blogger programs to the priority products and corporate objectives for the year. As a focal point, Talk Shop set out to dominate media and online coverage through a partnership with a well-known Canadian Eco-Expert.

In the first three months of working together, Talk Shop secured best selling Canadian author, media personality, and eco-expert Gillian Deacon as a media spokesperson for the Seventh Generation brand. Through a strategically timed media tour, Gillian’s credibility and ingredient expertise were leveraged to generate months of validated media and blogger content referencing Seventh Generation. As a secondary objective, Talk Shop worked throughout Canada to provide regionalized experiences and personalized product “starter kits” to build brand loyalty and subsequent posts with bloggers in nearly every province across Canada.

Results

  • 32 media hits over six months
  • 42 blog features
  • 3.7 million audience impressions over six months
  • $1.8 million in ad value
  • Generated 35,000 Canadian Facebook likes over six months
  • Cross Canada media coverage including Toronto Star, Halifax Chronicle Herald, Metro Newspapers and the Times Colonist
  • 24% sales growth achieved for the first half of 2012