Charmin Promo, Case study ENJOY THE GO

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Industry Hygiene & Personal Care Products
Media Promo & PR, Case study
Market United States
Released July 2012

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: PROCTER & GAMBLE
Senior Vice President: Phillip Sontag (MS&L North America)
Senior Account Supervisor: Amy Podurgiel (MS&L North America)
Media placement: Print - AP, Reuters, OK!, Life & Style, In Touch Weekly, Star Magazine, The New York Dai - 23 November 2009
Media placement: Broadcast - The Today Show, Live With Regis And Kelly, The Jay Leno Show, Fox And Friends, C - 23 November 2009

Summary of the Campaign
Each year-end holiday season since 2006, Charmin has created good will and buckets of media coverage by opening snazzy, state-of-the-art public restrooms in Times Square. Open from late November through December 31st, Charmin Restrooms are pop-up retail stores in the center of New York City’s crowded theater district. Amenities include a dance floor and stroller parking along with ADA-approved luxury stalls — cleaned by attendants after each use. In the past, to generate awareness and drive consumers to the site, we have held celebrity 'ceremonial first flushes' and even a wedding where the bride’s dress was made of Charmin toilet paper. In 2009 we faced two primary challenges. The first was to overcome the media’s “been there/done that” attitude, creating events that would attract jaded reporters as well as consumers. Second, the 2009 Restrooms promotion would be the launch pad for Charmin’s new 'Enjoy the Go' campaign — meaning we needed not just local but national coverage. Our assignment: generate 1 billion media impressions. Our result: 3,028,604,422 impressions — three times our goal!

The Goal
Our 2009 objectives: - Achieve 1 billion impressions for Charmin Restrooms and Charmin’s “Enjoy the Go” campaign. - Sustain media interest throughout. December 2009 - Attract national coverage. The Charmin team’s in-depth consumer research told us our primary target is a woman aged 25 to 49 with an overstuffed life and children. She wants simple solutions when it comes to her family’s bathroom experience. Her main media choices are magazines, newspapers and online sources. We supplemented this research with a media audit that confirmed credible spokespeople and fun activities would help create media and consumer excitement.

Objectives Results: - 1 billion media impressions, Charmin Restrooms generated 3,028,604,422 impressions. - Sustained coverage throughout December 2009. - Our Phase I search announcement and event generated 1.3 billion impressions — surpassing our total goal. - We generated 326MM impressions in Phase II, 264MM impressions in Phase III and 364MM impressions with our final event. National media coverage: - Charmin Restrooms were featured nationally on The Today Show, Live with Regis and Kelly, The Jay Leno Show, Fox and Friends and CNN; AP and Reuters wire stories; and print placements in OK!, Life & Style, InTouch Weekly, Star Magazine, and the Daily News.

Phase I. October 20: we announced a search for five people to work in the Restrooms as Charmin’s Go Team (salary: 6 weeks = $10,000). 20,000+ people requested information. Charmin held open auditions in New York on November 5th. Phase II. November 23: with more than 15 local and national media outlets in attendance, Mario Lopez of Saved by the Bell fame handled the first ceremonial flush and introduced the Go Team. Phase III. December 17 through the 31st: Charmin partnered the Go Team with four celebrities — Mario Lopez, Martina McBride, Sherri Shepherd and Mario Cantone — to design toilet seats for display in the Charmin Restrooms. For each consumer who came through the doors in late December Charmin donated up to $10,000. Phase IV. For a newsworthy final event, Charmin partnered with Broadway Cares to create Bathrooms Over Broadway, a fifteen-minute musical featuring five loo-loving numbers.

The Situation
Procter & Gamble’s Charmin is a leading brand in the bathroom tissue category. Since 2006, the annual year-end holiday installation of clean and classy Charmin Restrooms in Times Square has brought relief and fun to consumers and media attention to Charmin. As we planned the 2009 PR campaign, we faced two challenges: 1) overcoming the media’s 'been there/done that' attitude by devising events that would attract jaded reporters as well as consumers 2) generating both local and national coverage, since the 2009 Restrooms promotion was to be the launch pad for Charmin’s new "Enjoy the Go" campaign.

The Strategy
In planning our campaign, we faced several tough challenges: 1) We needed to take the Charmin Restrooms story beyond New York and into the national news. 2) We had to break through the clutter of Times Square, one of the most branded and busiest places in the world — during one of its busiest times of the year. 3) We needed to work with Charmin to create an unmistakably Charmin experience — one that would appeal to media who typically shy away from heavily branded stories. 4) We needed to keep the momentum going throughout the holiday season. We recommended the following strategies: - Opportunistically seize and create Charmin-relevant moments in time - Leverage events before launch to build momentum for the Restrooms prior to opening day. - Develop a four-phase approach and a variety of media angles and events to sustain momentum after opening day.