Essity / Tork

Content strategy + content design + UX writing + copywriting

Developing a content and messaging strategy — and writing the emails — to build long-term engagement throughout the Tork customer journey.

Tork, a global leader in professional hygiene, communicates with business customers in segments as diverse as manufacturing, healthcare, and foodservice. Building loyalty through the customer experience and providing real value to subscribers through automated marketing can be a challenge — particularly when the majority of your sales are through distribution.

The work

Goals:

• Conduct client workshops to discover pain points and opportunities.

• Develop a content, data and messaging strategy with a focus on value, engagement, and personalisation, aligned to both the customer experience and business requirements.

• Create content wireframes.

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

• Research and write the emails for all use cases, tailored to different segments and customers (e.g. leads vs. existing customers).

• QA with the dev team and client.

*You've probably dried your hands with a Tork paper towel at the airport without realising (and now you’ll see Tork everywhere) ✈️