Following a competitive pitch process, ROOT7, has appointed London-based digital marketing specialists Brandnation to establish and manage a fully-integrated digital marketing strategy for its trifecta of innovative, distinctive, ethically and ecologically focused consumer brands: ROOT7 (root7.com), Drinkind (drinkind.co.uk) and bumboo (bumboo.eco). The extensive, ROI-centred brief spans SEO, Paid Social, PPC, Digital PR, ECRM, and Influencer activity. The agency’s strategic emphasis will be on establishing a direct-to-consumer framework and sales model for each of the three brands, energising consumer and brand connection, as well as defining a loyal customer base, and accelerating e-commerce growth. The company’s strong sense of purpose and underlying mission to bring a little kindness into other’s lives will be reflected in both the creative and strategic direction of all agency activations.
The ROOT7 brand designs stylish, highly practical drinking products and believes that everyone should #DrinkDifferently. The brand’s range of OneBottle re-useable drinking bottles is designed to last for years and comes in a variety of distinctive designs and sizes. They keep drinks cold for 30 hours or hot for 20 hours, and are currently stocked in the likes of John Lewis, Oliver Bonas, Asos and a wide network of independent retailers, garden centers, gift shops, and cook-shops, both in the UK and around the world. Distinctive designs such as Cookie Crumble, Black Marble, and Coral Shine have ensured a cult following for the bottles amongst eco-aware consumers, keen to keep hydrated via their own re-fillable bottles whilst also wishing to project their own sense of style. For each Root7 drinking bottle purchased (all packaging is plastic-free), the company plants a tree via an association with Eden Reforestation Projects (edenprojects.org) which works to reduce extreme poverty within communities affected by the impact of deforestation.
Drinkind supplies a wide range of beautifully designed and innovative glassware, including jugs and carafes, gin and cocktail glasses, Prosecco flutes, and glass teacups and coffee jars. Each product is designed to celebrate bring people together over the social act of drinking. Distinctive styling and fun design details elevate Drinkind glassware from utility staple to object of desire. Styles include Cat Gin Glasses with unique cat shaping and decoration, Rainbow glasses with a distinctive rainbow effect coloured glass, and Himalayan Salt Shot glasses. Whilst each beautiful piece of glassware makes a statement, Drinkind uses each sale to make its own statement by donating a slice of its profits to good causes in its neighbourhood, such as supporting food banks. Drinkind also invites its customers to participate by sending in suggestions as to which good causes it should benefit.
Bumboo is disrupting the needs-driven, highly competitive toilet paper sector that has changed little in the past 50 years, with its range of sustainable, beautifully designed, luxury toilet tissue made from bamboo. The brand is effectively defining a new category that de-commoditizes toilet paper and encourages a more thoughtful approach. Bumboo is a truly sustainable yet high-performing alternative to traditional wood-based toilet paper products. In addition to providing a luxury toilet tissue solution designed to enhance the home environment bumboo makes life easier for those leading a busy lifestyle by also offering eco-conscious consumers a subscription-based delivery service. In addition, bumboo will plant a tree for every box of its toilet paper purchased. The brand is also 100% plastic-free, even down to the tape it uses to seal its cartons.
“We were looking for a digital marketing partner that could help take the success of our brands to the next level and we were impressed by Brandnation’s enthusiasm for our brands as well as for the values that we stand for. We’re not trying to change the world; we’re just trying to bring a little kindness into other’s lives and we wanted to work with an agency that would respect this approach whilst building our brands. We are looking forward to working with the Brandnation team and undertaking some exciting campaign activations as we expand the ROOT7 universe.”
Mary Killingworth, Brandnation’s Managing Director says, “Our digital performance team has grown exponentially over the past two years, and this is another great win for them. We have a strong affinity with ROOT7’s enlightened brand vision and are delighted to be working with such an interesting portfolio of consumer brands. Our fully integrated digital marketing strategy will improve sales funnel efficiency across the brands as well as identifying and promoting the key environmental messages that will resonate with key audiences.”