Cottonelle Wants to Know – Over or Under?
Cottonelle recently launched a multichannel campaign and I think they deserve some recognition for a job well done. The campaign set out to answer one question – Over or Under? And in doing that, they took a market (toilet paper) that is traditionally not very interactive and got people to engage with the brand and debate the question.
Well Done, Cottonelle! You put a great multichannel campaign together that incorporated mobile, social networks, and WAP sites and you engaged the consumer.
The campaign allowed for voting via SMS, WAP, and online. According to the brand, they found SMS to be extremely important because it allowed people to vote immediately and on the go after seeing outdoor ads (you can see an example of the outdoor ad to the right).
You could vote for yourself by texting UNDER or OVER to short code 30241, or by going online to: http://www.cottonellerollpoll.com/.
The campaign, of course, allowed for sharing your vote on Facebook and Twitter.
Additionally, Cottonelle incorporated mobile banners into the plan to drive consumers to a WAP site to vote at: http://VoteRollPoll.com.
The brand also allowed users to choose to receive the final tally announcing the winner at the end of voting – giving them another opportunity to connect with the consumer.
This is a great example of making marketing channels work together. Other brands should take a lesson in consumer engagement done right from Cottonelle.
You can read more on the campaign at Mobile Marketer.
