It’s tough to make people think about toilet paper, much less talk about it. Ketchum and agency partners were tasked with conceiving a creative way to drive consumer awareness of the “long-lasting” benefit of Scott® 1000. We wanted to make the long-lasting reputation for Scott® 1000 unforgettable. So we created a memorable challenge: how far would a roll of Scott® 1000 take you – literally? We sent five popular YouTube families on a cross-country RV journey along America’s longest highway, I-90, to find out how many sights they could see and memories they could create before each of their single rolls of Scott® 1000 toilet paper ran out.
This influencer-led campaign boosted sales by 3.5% and increased share among America’s Latino households. It also delivered 17,000+ engagements, 1.4 million video views, and generated 187 million media impressions. Because of this campaign’s convincing impact, the Scott® Brand is now using the theme and road trip footage as the backbone of a 2017 advertising campaign.