ESSITY / TORK

Content strategy, content design, UX writing, copywriting, B2B

Agency: VML ES

THE BRIEF

Develop a content and messaging strategy — and write the email copy — to build long-term engagement throughout the customer journey.

Tork, part of the Essity brand, is a global leader in professional hygiene. (You've probably dried your hands with a Tork paper towel at the airport.)

With B2B customers in segments as diverse as manufacturing, hospitals and hotels, building customer loyalty and providing real value with comms can be a challenge — particularly when a lot of your sales are through distribution.

THE WORK

Working in a small, agile team, we approached these challenges with a focus on value, engagement, and personalisation. The emails were personalised for different segments and customers (e.g. leads vs. existing customers), strategically aligned to the customer journey and business requirements, and benefit-led.

The development of this work included:

• client workshops

• a content, data and messaging strategy

• content wireframes

• multi-email Figma flows for a number of use cases, including welcome and nurture journeys, trade show journeys, and cross-selling and upselling journeys

• QA with the dev team and client