Scott Cleans Up with the Common Sense Tour
Sure, you could refer to Kimberly-Clark’s Common Sense Tour as a b-to-c marketing initiative. But what made it unique were the c-to-c elements—interactives that got consumers to communicate with each other. To spread the word about the brand’s tissue, paper towels and napkins among women ages 25 to 54, Scott rolled out a 55-foot “House that Common Sense Built,” a simulated home with a kitchen, bathroom, kids’ room, and family room, where Scott paper products could help tackle messes.
The c-to-c elements included Take-a-Tip dispensers throughout the house, which allowed visitors to take tip cards with cleaning suggestions collected from the brand’s web site. At the end of the experience, visitors used kiosks to write or video-record their own tips, which could later be retrieved from a dedicated web site. Samples of Scott products were distributed as well.
Visitors spent more than eight minutes inside the house on average, and more than 570,000 samples, coupons, and premiums were handed out. In addition, more than one million Common Sense Tips were shared with visitors over the course of the six-month, 13-market tour.