Quilted Northern Social
“how can we get a younger generation to buy into qn?”
OUR SOLUTION // A social platform & activation that brings QN care & comfort beyond the bathroom walls
SITUATION
QN isn’t getting the credit for its comfort
It’s a sleeping (gentle) giant in the TP aisle, a brand known for premium comfort and bringing ‘care through the details.’ But right now younger consumers:
DON’T KNOW US They have low awareness and understanding of what Quilted Northern stands for
DON’T SEE US We’re not standing out on shelf
DON’T BELIEVE US While comfort is their #1 TP priority, they don’t believe in our product quality.
QN must find a way to resonate with a younger generation of consumers.
our approach
We wanted to understand what comfort means to a younger generation
KEY FINDINGS
Society’s definition of comfort has evolved…
Comfort is the new world order
We expect it for everything: From our clothes and homes to our vacations and cars - we expect comfort in everything we do (like, we basically wear pajamas to work).
Comfort goes beyond commodities: From mental health and being comfortable in one’s skin; it’s a mindset people try and achieve.
64% of 16-35YO claim to dedicate activities to achieve mindfulness, such as yoga, meditation, journaling, or using apps
Brands like Aerie and Dove have sparked body positivity movements surrounding the notion of ‘comfort in one’s own skin’
“Hygge” the danish ‘art of coziness,’ has proliferated in the US with books like NYTimes bestseller ‘The Little Book of Hygge’
a younger generation of 25-34yo
Paying attention to comfort more than ever
Their transitional lifestyle sparks a newfound love for the details. New city, new home, new job, new relationship — they’re newly focused on the small details (that were always “just there”) that contribute to a comfortable quality of life.
KEY INSIGHT
For younger consumers comfort is no longer a luxury, it’s an aspirational lifestyle.
we asked ourselves:
How can QN play into this new world of comfort?
Brand Opportunity
Our category’s conversation is confined by the bathroom walls.
It’s a confused pov on comfort & care that revolves around dancing bears, potty humor, and furry friends.
We have the opportunity to dimensionalize comfort in a meaningful way younger consumers actually care about.
Strategy
Prove Quilted Northern cares the most by bringing comfort to the bathroom and beyond.
brand idea
Quilted Northern social is the most comfortable place on the internet
social activation
What's a #COMFDAY, you ask? It's a day fully dedicated to comfort. And as "hygge" (pron: hoo-gah) is the Danish concept of coziness and conviviality that brings about a warm, indescribably pleasant feeling, International Hygge Day is the perfect moment to call for a #COMFDAY.
Team
Carly Starratt (Senior Strategist) Carly Harrison (Strategist), Todd Feitlin (Creative Director), Jared Lapidus (Director) Tim Noble (ACD), Alex Lo Grasso (Senior Art Director), Katie Bourgeois (Art Director)
My role
Identified key cultural/consumer insights & opportunity
Crafted brief & storyline
Supported creative teams with research & insights