Charmin


El Rey del Trono

Summary

We created the first real-time video response campaign for the Charmin brand. With the use of social listening tools, we were able to answer hundreds of comments with video responses in real time, leading to a 20-point increase in purchase intent.

Objective

Maintain a high level of brand awareness and purchase intent while working with only a third of the budget Charmin usually spends.

Challenge

Rethink the way Charming reaches clients by ending all offline marketing efforts and only focusing on digital content.

Solution

Position the beloved Charmin Bear as the face of the brand and the social media conversation starter. The Charmin Bear personality spearheaded the "King of The Throne" campaign and interacted with individual users from our audience.