Last year, university students from around the world showcased their marketing skills by submitting social media campaign ideas for the Essity Professional Hygiene brand, Tork.
Students were tasked to develop a social media campaign to drive change in people’s handwashing behavior at critical hygiene moments. Students from 21 universities in 12 countries competed in the fifth annual challenge. After a thorough review of all the creative and unique ideas, the team from Lebow College of Business at Drexel University in Philadelphia, was deemed the winner. This team developed a creative social media campaign that leveraged Spotify playlists to help drive people to wash their hands for the amount of time needed to fully clean them.
Despite people being aware of the WHO/CDC hand washing recommended time to scrub hands, it is often shown in research that people do not wash their hands long enough. With the importance of handwashing to stopping the spread of virus during the COVID-19 pandemic, reinforcing the importance of proper handwashing in an engaging way is even more important.
Last month, Essity
proudly launched a social media campaign inspired by the University Challenge winners featuring five handwashing playlists. Because the recommended hand scrubbing time is 20 seconds, all songs on each playlist were carefully chosen for their catchy and memorable first 20 seconds. “Happy
” and “Employee Picks
” playlists were created to appeal to a variety of tastes and were designed to remind everyone that those 20 seconds of handwashing are now more important than ever.
The evolution of this Spotify campaign from University Challenge-winning idea to a national social media campaign exemplifies the value of continuing to seek out innovative ideas. Essity, is proud to support and encourage young marketers. Join us in amplifying this campaign by listening to the playlist today and practicing proper handwashing!
The Tork brand offers professional hygiene products and services to customers worldwide ranging from restaurants and healthcare facilities to offices, schools and industries. Our products include dispensers, paper towels, toilet tissue, soap, napkins, wipers, but also software solutions for data-driven cleaning. Through expertise in hygiene, functional design and sustainability, Tork has become a market leader that supports customers to think ahead so they’re always ready for business. Tork is a global brand of Essity, and a committed partner to customers in over 110 countries. To keep up with the latest Tork news and innovations, please visit www.torkusa.com.
Essity is a leading global hygiene and health company. We are dedicated to improving well-being through our products and services. Sales are conducted in approximately 150 countries under the leading global brands TENA and Tork, and other strong brands, such as JOBST, Leukoplast, Libero, Libresse, Lotus, Nosotras, Saba, Tempo, Vinda and Zewa. Essity has about 46,000 employees. Net sales in 2019 amounted to approximately $13.5 billion. The company’s headquarters is located in Stockholm, Sweden, and Essity is listed on Nasdaq Stockholm. Essity breaks barriers to well-being and contributes to a healthy, sustainable and circular society. More information at www.essity.com.