Making Essity’s consumer tissue category an authority in hygiene and family care

In 4 years of partnership we researched, designed, activated, and measured content for 30+ new websites, increasing organic traffic from 18k to 4 million sessions.
Global Master Brand and Communications Director, Essity

“Since the beginning of our collaboration the team at Kantar really stood out having the unique ability to combine data-driven analytical thinking with cutting-edge creativity resulting in content that both performs in SEO as well as creates engaging brand experiences for our audiences.”

“Next to understanding our audiences Kantar also excelled in understanding the brand, its values and tone of voice, and as result helped us in creating content that is highly relevant to the people we serve and at the same authentic to our brand.”


The Essity Consumer Tissue digital team wanted to reach their audiences with content that answered their queries around Essity products and use occasions, as well as the Essity brand purpose. They wanted this content to be compelling, to truly deliver performance, and to be efficiently localised across more than 15 markets.


Starting with analysis of the search landscape and competition, we designed a global and local content strategy that would address consumers’ most common concerns in key markets. We produced the content and localised it, while working closely with the development agency to ensure the website build was aligned to Google’s best practice. As the websites were rolled out and the content was activated, we established content partnerships with local bloggers to create awareness.


Within a year, organic sessions to the website had grown to a whopping 36% of total traffic.

This was helped by a targeted link building programme that generated backlinks to Essity’s website.


With 4 million sessions in 2020, organic search is the main source of traffic to Essity’s Consumer Tissue websites.

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