They say toilet paper is a ‘low interest’ category. That is, until you run out of it. Luckily Angel Soft had 60% more sheets than the competition and was the perfect solution to the dreaded empty roll. So to drive desire, we sold the client on a toilet paper campaign that focused on their product’s absence.
Through a mix of digital and social ads we then rode that empty cardboard roll all the way to success on the shelf, passing plenty of singing bears and CGI diapers along the way. Six months into launch, sales had increased, all Angel Soft ROI records were shattered and the client saw purchase intent and brand favorability increase more than double that of the industry standard. Score one for subtlety.
But you don’t stop when your on a roll (see what I did there?). We looked to extend the reach of our campaign by tapping into the original influencers, moms. Through blog integration, conventions, a series of awkward bathroom testimonials and some tiny foam toilets we got people’s attention and filled their shopping carts.