It’s not easy to get attention with a “bigger toilet paper” promotion. So we reconsidered the new Le Trèfle as a product with extra paper, in a world where we use less and less paper.

Today, digital is killing the paper industry. That was an opportunity for Le Trèfle to become the iconic brand of paper defenders.

Today the war rages on between those who want everything digital, and the defenders of paper. Journalists are on the front line. So we sent them the product with a QR Code enabling them to watch “Emma”, the new Le Trèfle TVC, which demonstrates that paper still has a great future.

The Journalists then shared the video with their audience with a claim : “Paper has a great future.”

In 10 days and without having purchased any space, the film was :

- viewed more than 25 million times,

- liked shared and commented on hundreds of thousands times,

- tweeted every 3 minutes

- The product was temporarily out of stock.

One year after the campaign :

- Sales more than doubled in France,

- The campaign went so viral all over the world that Le Trèfle used it in 6 new markets in Europe (Italy, Romania, Poland, Germany, Belgium and Nederland)

- Le Trèfle then became the iconic brand of paper lovers around the world.