{case study} How Handmade Soaps Won Over HR Pros for Roper Greyell LLP

Vision and Concept

At the 2024 CPHR BC & Yukon Conference Expo, Roper Greyell LLP, a professional services firm, aimed to connect with over 3,200 Human Resources professionals. Their goal was not just to promote their brand, but to offer a sincere gesture of care to those who champion workplace wellness every day.

The core campaign message was: “When you’re working hard looking after your organization’s team, who is looking after you?”

This theme positioned HR professionals as the ones deserving of support. The centerpiece of the experience was a handcrafted, Canadian-made soap by Botanical PaperWorks, a Canadian, women-owned manufacturer of sustainable promotional products. Wrapped in wildflower seed paper and designed to feel like a personal gift rather than a promotional handout, the product engaged the senses. It communicated appreciation in a tactile, memorable way.

As an added highlight, this soap made by Botanical PaperWorks for Roper Greyell LLP and promotional product distributor Image Group Inc., won gold for the Made in Canada Award at the 2025 PPPC Image Awards. This is a testament to the power of pairing sustainability with meaningful storytelling. 

Objective and Strategy

The objective was to create a standout, wellness-focused booth experience that would genuinely resonate with Human Resources professionals — an audience known for supporting others — and strategically foster lasting brand recall through a meaningful, sensory-based interaction.

The pre-wrapped soaps made for an easy, polished handout that felt thoughtful and well-prepared. Each one was sensory-rich and personal, tying into the themes of care and wellness that resonated with attendees.

A logo-ready seed paper belly band added customization while preserving the soaps’ artisanal look. Three varieties gave guests something to choose from — Live Green (fresh and vibrant), Lavender Patchouli (calming and aromatic), and Save Our Oceans (unscented with a giveback to ocean conservation). The booth itself needed no tech or gimmicks as the tiered display and the soaps’ scent and texture naturally draw people in.

Values

The campaign went beyond brand visibility, reflecting the same principles the audience lived by every day. It rooted itself in values that resonated strongly with its target audience:

• Wellness & Care: Centering the promotion on the self-care of HR professionals created an emotional connection and showed genuine appreciation.
• Sustainability: Soaps were wrapped in plantable seed paper made from post-consumer materials, offering a zero-waste, eco-conscious solution that recipients could plant and grow.
• Local & Ethical Sourcing: The soaps were made in Canada using natural ingredients in small batches, reinforcing the message of quality, craftsmanship, and environmental responsibility.
• Inclusivity & Personalization: Offering scent options (including unscented) made the product accessible and thoughtful for all attendees.

Results/Outcomes

The campaign far exceeded expectations. At the 2025 conference, returning delegates asked for “those soaps” again—clear proof of a lasting impression. All soaps were gone before the event ended, even after ordering extra. The booth became one of the most talked-about thanks to its inviting scent and presentation.

Attendees remembered the company as “the one with the amazing soap giveaways,” a detail that reinforced strong brand recall. Even after the event, attendees contacted the client to ask where they could get more soaps. The campaign’s impact extended well beyond the conference floor.

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A well-executed, thoughtful promotional product can transcend the transactional and become emotional. In a sea of forgettable swag, a small-batch soap — infused with purpose and presented with care — is a powerful brand-building tool.

It wasn’t about the soap. It was about what the soap represented like wellness, gratitude, sustainability, and a brand that truly sees its audience. That’s the scent of success.