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P&G – Charmin

"THE KING OF THE THRONE"

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CHALLENGE

Promote a topic of conversation around toilet paper and stand out Charmin, a Procter & Gamble brand in Mexico, within a saturated category with private labels and boring aisles in supermarkets,

SOLUTION

We built a content strategy, based on 4 pillars, 3 represented the brand and its use and the last one to test new creative themes. Through "Social Listening", we found out that men are willing to 'lose some battles with their partner', but never the one over which toilet paper they want in their bathroom. This is how "THE KING OF THE THRONE" was born.

The first multi-channel digital campaign made with real-time video responses to user comments.

RESULTS

“THE KING OF THE THRONE” was at the time the most engaged social channel strategy for CHARMIN worldwide and we reinvented the category, focusing on men as the main audience with almost a third of the money invested in traditional media and without investing 1 dollar outside of digital channels.

+40 Millones

impressions during the campaign

+500,000

people participating in Facebook, Youtube and Twitter

+30% Increase

on CHARMIN's Social Media Fanbase

20 Points of Increase

in the purchase intention of users

2.5X ROI

better performance compared to TV

2X the Rate

industry average view-rate of campaign videos

RELATEDCASE STUDIES

High-end strategies & creative ideas and the results generated for our clients.

OUR EXPERTISE

STRATEGY & PLANNING
BUSINESS-DRIVEN CREATIVITY
PERFORMANCE
BUSINESS INTELLIGENCE
INNOVATION & TECHNOLOGY
We research and analyze the market, the industry, the audiences, and the competitive environment to design the ideal strategy for brands and businesses based on relevant insights and trends.
We believe that creativity is the variable for success and we view creativity as a way to add value to the business. For this reason, we set communication, content, and campaign strategies focused on the business' objetives to generate effective results.
We provide full-funnel solutions to our clients. Our team of specialized professionals create awareness, consideration and conversion strategies focused on generating measurable results. If we can't measure it, we won't do it.
We view our clients' marketing and communications needs as an integral part of the business. Data becomes a key element in the decision-making process and as such we have developed methodologies to extract, organize, visualize, monitor, and analyze diverse data points to make recommendations that will improve results.
We are constantly innovating and incorporating the use of advanced digital technologies that generate better, more consistent, and faster results to our clients' marketing and communication efforts.