The Bathroom Blitz: a Super Bowl Standout

How do you change the Super Bowl conversation from Being #1 to Going #2?

Assignment:

Forget beer. Ignore chips. Make P&G products the real Super Bowl heroes to drive new users and P&G purchases via Amazon.

Prepping for Party Poopers

Idea: You clean the kitchen. Prep the living room. But what about the bathroom? Time to call an audible and bring in Febreze, Mr. Clean, Bounty, and Charmin to get the most important room in your home Super Bowl ready.

Making the Rounds at Radio Row

Jared Allen, ex-defensive lineman for the Vikings, visited Radio Row for exclusive interviews. He handed out Amazon boxes filled with our favorite game day ready bathroom items: 75 foam fingers were distributed, 20 interviews conducted, and the partnership was featured in 13 national outlets. Program media also included targeted banner ads, Amazon Landing Page, branded/targeted Tweets, Influencer partnerships and Influencer Kits.

Reach Beyond Bathrooms

+15MM impressions, engaged +6MM consumers to date

  • Reached 320K fans via influencers

  • Thousands of likes & comments via influencers + athlete content

  • +18.4M consumers engaged with Twitter post

  • Engagement rate of 0.25% that exceeded benchmarks by 1.2x

Sales Skyrocketed

+22.5% National Sales on Amazon

+288% Midwest Region Sales on Amazon

+540% Post-Game Midwest Region Sales on Amazon

5:1 ROI Amazon Landing Page

“One of the most unique branding ideas we’ve seen on Radio Row.”

— Minneapolis Star Tribune