Cannes Lions

National Toilet Paper Day

DROGA5, New York / GEORGIA PACIFIC / 2017

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Overview

Description

On National Toilet Paper Day, America’s most forgettable day, we launched “Forgettable For All”, a sale on Amazon Subscribe & Save. By subscribing, consumers would be delivered Quilted Northern® automatically, so they would never have to think about buying (or using) toilet paper ever again.

First we launched a film recognizing that, like our product, National Toilet Paper Day itself is designed to be forgotten: there are no gifts parades or celebrations of any kind. The film closed by encouraging viewers to Subscribe & Save, and forget about both the holiday—and toilet paper—forever.

Then, since no branded holiday would be complete without a branded pop-up store experience, we created pop-up brick-and-mortar stores, but with a major twist: they were so small, users would have to order Quilted Northern® online using their mobile phones. In doing so, we attempted to change familiar shopping behaviors by flipping them on their head.

Execution

We brought the campaign to life in multiple ways:

-A “Forgettable for All” co-marketing video, promoted via the Quilted Northern® Facebook page, on YouTube and across Amazon.

-Over the course of about a month, we worked with fabricators at Unit9 to build miniature pop-up stores in which consumers could order Quilted Northern® from their phones. They also included sliding doors, air conditioning and a space where consumers could stick their heads inside to take selfies. These were placed in New York City and Seattle for one day: National Toilet Paper Day.

-We also created a 360-degree online tour of the pop-ups, which lived on social media and online on a pop-up store microsite.

-We leveraged the Amazon Advertising Platform to create a targeted display media campaign aimed at Amazon shoppers. This included a homepage takeover on mobile and a custom Amazon landing page.

Outcome

Forgettable For All met or exceeded expectations in every metric. In a single day, our campaign sold two months worth of volume, representing a 6000 percent sales lift. The campaign garnered a total of 115 million impressions, with 22 million earned impressions across social and PR: twice our projections. And more than 32,000 people interacted in person with our pop-up stores in New York and Seattle.

Even though our activation lasted only one day, we were able to create a lasting pipeline of loyal and valuable customers. At least 30 percent of sales volume came from customers signing up for Amazon Subscribe & Save 40 times the daily average. This translates to an incremental 20,000 units over time—an enduring, profitable revenue stream beyond the day’s sales.

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