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Driving Relevance and Recall for Cushelle with Millennial and Zillennial Audiences

The Challenge

Our mission with Cushelle was to build top-of-mind awareness and brand likeability among key audiences, primarily millennials and zillennials.  We needed to connect in a way that felt native, authentic and funny.

Capturing Attention

We launched an Always On social media strategy with a TikTok-first approach, targeting the platforms our audience spends the most time on.

With TikTok now the number one ecommerce platform for toilet roll, it made sense to lead there, supported by content across Instagram and Facebook to grow existing communities. 

Our balanced content strategy tapped into the humour, relatability and spontaneity that our audience craves, combining proactive planning with reactive, trend-led content tailored to each platform. 

The bathroom is that special Happy Place for everyone – a place of refuge, reflection and time to yourself. So, how do we recreate this ‘Happy Place’ on social that entertains and engages? 

We put a Koala in charge of the social channels of course, handing over Social Media Admin rights to Cushelle’s famous brand mascot, Kenny. 

Social Content Highlights

🦘 Manchester Marathon 

We sent Kenny to the sidelines of the Manchester Marathon holding cheeky signs, including “Run if you need a poo.” The quick-witted humour aligned perfectly with our brand personality and real-world tone. 

👑 The Pea and the Princess Trend 

Kenny capitalised on the viral Princess and the Pea trend with an unexpected (but highly relatable) spin: the fear of not being able to poo on your wedding day. A bold, humorous take that truly resonated: 

  • 559K impressions 
  • 123K engagements 
  • 25K shares


We didn’t just entertain; we ignited full-on debate. 

  • Thousands weighed in on the eternal #UnderOrOver and #SitOrStand debates on Facebook. 
  • And we invited people to share their most awkward work bathroom stories, with over 34,000 responses coming in. 

From heated comments to hilarious takes, we saw what it means to build an audience that doesn’t just watch – but joins in. 

Results

In just six months, we’ve built a highly engaged, growing community, one that watches, comments, and shares, again and again.

And the results speak for themselves:

· 1.6M video views (+17% vs KPI)

· 4.8M impressions (+42% vs KPI)

· 212K engagements (+704% vs KPI)

And we’re not done yet.

Attention Converted

  • 4.8M
    Impressions

  • 1.6M
    Video views

  • 212K
    Engagements
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