Scott 1000 bath tissue put its “long-lasting” messaging to the ultimate test, sending YouTube families on a cross-country, content-capture road trip and equipping them with one roll each to prove just how far it will last. Five families were assigned one leg of the trip each, July 20 to Aug. 3, and traveled along I-90 in a branded RV, video blogging and interacting with audiences along the way. The campaign microsite provided a real-time map of the trip progress.
The YouTube families selected for the program have strong followings and represent different backgrounds and ages. They included: The Ballinger Family (648K+ subscribers), which rode from New York to Niagara Falls to Cleveland. Once their toilet paper wound down, the family turned the RV over to That Reyes Family (32K+), which traveled to Chicago. From there, Our Family Nest (630K+) traveled into Wisconsin and Minnesota. Growing Up on a Shoestring (1.8K+) traveled through South Dakota and Montana. And finally, Gabe Baby TV (233K+) ended the road trip in Seattle.
To encourage conversation surrounding the brand and the road trip program, Scott on Facebook and Twitter at @ScottProducts promoted the #KeepOnGoing hashtag, and for every use of the hashtag and every mile traveled, the brand donated one roll to locations in need across the U.S., up to 25,000 rolls. On scottbrand.com, consumers could watch video bios of the families, their activities and adventures and announcements. It’s also where consumers could download a coupon for 70 cents off by inputting some personal data. In addition, the RV (and families) made stops at retail events, promoting the coupon and driving market penetration.
“To a great degree, these families were the directors of their own journeys, they shot them entirely on their own, there was no script to work from—families reached out to followers and asked what park or zoo to see—so it’s just been phenomenal content because it’s real, it’s not fake, it’s just real-life happenings and showing you how long the toilet paper will last and enable you along the way,” says Christine Kiriazes, brand manager for Scott at Kimberly-Clark. Agency: Geometry Global, New York City (shopper marketing); Ketchum, New York City (influencers).