2020 CAMPAIGN IMPACT REPORT While our nation stayed home, our industry and campaign remained out front. When the country was forced to hit pause on how we lived, worked and learned in 2020, our industry and campaign rose to the occasion. Meeting changing needs and behaviors, you kept the products people wanted on shelves and delivered the stuff of life to front doors. Leveraging the equity of years of positive paper messaging, we kept our hero benefit messages front and center, adjusting our ads, content and PR to meet the rapidly changing needs and concerns of American consumers. In this most unusual of years, together with our companies, we demonstrated how essential our products and industry are to staying safe, healthy and productive. The results, your results, are reflected in Wave 11 of our Attitudes & Usage Tracking study. On the following pages, you’ll see that among consumers aware of our campaign (Aware Expressives), attitudes and perceptions soared to double-digit boosts, both over the prior year and the five-year average. This tracking survey measures the attitudes of the Expressive demographic toward our products over time, and specifically how those attitudes change as a result of exposure to our consumer campaign. Dramatic 2020 campaign engagement results demonstrate explosive consumer response to our timely content in a different, difficult year. In 2021, we are ready to build on the momentum with messaging that continues to be right for the moment. Simmering guilt over waste persists, as do worrisome myths about the state of our forests. The time is right to ramp up our powerful sustainability story so consumers understand how we are leading the way to meet the needs of the planet.
10+ POINT INCREASE
In 2020, consumer attitudes and perceptions soared as high as 10-plus percentage points, both over the prior year Attitudes & Usage Tracking and the fiveyear average. Several preference measures saw double-digit point gains.