The bathroom is an often under-appreciated room. You’re either using it, cleaning it, or ignoring it. However, when you use Scrubbing Bubbles®, you transform that bathroom into something greater. It becomes a place so clean and fresh, you feel at ease, able to comfortably and creatively express yourself through music. While you don’t have to be famous to know you’d rather spend your time singing than cleaning, we thought the best way to liven up the bathroom was with famous music. Music didn’t just offer a fantastic creative opportunity, it was a great tool to target individuals based on their tastes and preferences and inspire action. Who better to sing the praises of the bathroom than Scrubbing Bubbles®, a cleaning brand that functions exclusively in that space.

In music studios from Los Angeles to Nashville, famous songs you know and love were born. But sometimes the musicians couldn’t find the sound they were looking for. So they recorded in a place that might surprise you: the bathroom. The tile and porcelain created a natural echo that made the music shine. Acts ranging from Cheap Trick, Linda Ronstadt to Los Lobos recorded some of their biggest hits in music studio bathrooms. So Scrubbing Bubbles® created B Studios, the untold story of famous music recorded in bathrooms.

The interest in music was so great amongst our audience it would be hard for an outsider to tell if our target was a music lover or a millennial bathroom cleaner buyer. So we borrowed our strategic approach from the world of streaming music. It was about the moment and mood. The acts of discovery and experience. We curated our content based on our target’s taste in music, the music they were listening to, and the music they were talking about. We used a range of artists from different pop music genres to appeal to personal music preferences and drove instant responses by letting them swipe, click or scan to listen and discover more.

Paid social introduced the idea through famous acts like Cheap Trick, Los Lobos and Linda Ronstadt. We amplified with contextual relevant placements and an immersive listening experience: audio ads on Spotify, mini podcasts on Sound Cloud, print in Entertainment Weekly and Rolling Stone Magazine, wild postings near music clubs and bars, along with stall door posters and mirror clings in the bathrooms of those same places. All campaign elements invited music fans to scan our Spotify code to listen to the famous bathroom recordings on our four brand sponsored Spotify playlists. B Studios also partnered with Rolling Stone and artist Lauren Alaina who already had 100 million spins on Spotify. Lauren re-recorded “Surrender” at Sound City Studios in the same bathroom Cheap Trick recorded the song 42 years earlier. The result was an amazing video for fans on rollingstone.com and the release of new single.

The idea went gold and then platinum within the first week, hitting over 20 million impressions. Some consumers’ responses were more like fan letters, with someone even tweeting us a picture of our magazine ad. The reviews from consumers weren’t just thumbs up but like something you might overhear at a used record store, giving us tips about famous songs even we didn’t know were recorded in bathrooms. It’s an idea that struck a chord.