The Rise of a New Sustainable Materials Powerhouse
Turning Regenerative Materials Into Consumer Momentum: The Rise of SoaneClean
Challenge
Soane Materials needed to educate consumers and retailers about the scientific advantages of cellulose-based materials. They were entering a crowded sustainability market with strong incumbents and needed sharp differentiation and credibility.
Solution
PRIME|PR developed an integrated market-education and credibility campaign designed to translate Soane Materials’ complex materials science into a clear consumer and retail value story. The strategy focused on positioning SoaneClean as both a sustainability breakthrough and a high-performance alternative to traditional detergent manufacturing processes. PRIME|PR crafted differentiated messaging that highlighted the advantages of cellulose-based materials while building trust through third-party media coverage, influencer partnerships, and targeted digital storytelling. By combining earned media, thought leadership, and social amplification, the campaign helped establish Soane Materials’ SoaneClean as a credible new entrant in the sustainable laundry category while driving retailer interest and consumer awareness ahead of broader market expansion.
Results
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12 national consumer and sustainability features, including TrendHunter and EcoWatch
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Largest monthly sales increase since inception during campaign period
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22% increase in retailer inquiries for distribution and white-label applications
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Multiple influencer partners secured for zero-cost collaborations
