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Quilted Northern
National Toilet Paper Day

RAN IN: North America

CLIENT
Georgia-Pacific

Richard Busby , Brand Manager
Jason Ippen, Brand Director
Byron Knight , Sales Vice President
Evana Oli , Shopper Marketing Manager

AGENCY
Droga5 *Lead Agency

Jonny Bauer , Global Chief Strategy Officer
Mara Buta , Senior Strategist
Delphine McKinley, Senior Communications Strategist
Brad Mumbrue, Senior Data Strategist
Don Shelford , Group Creative Director
Ross Gillis, Account Director


Hero Solutions


SUMMARY

Quilted Northern faced challenges growing in brick-and-mortar stores, with consumers less loyal and retailers favoring private label. Amazon needed to tackle low interest in buying toilet paper online. A partnership around a one-day promotion proved powerful: we combined Quilted Northern's promise of "Designed to be Forgotten" and Amazon's Subscribe & Save feature (putting toilet paper shopping on autopilot) to create an activation around the year's most forgettable day: National Toilet Paper Day. The results were memorable: big sales, new audiences and a pipeline of loyal subscription customers. 

CASE STUDY

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CASE VIDEO


Hero Medium: SOCIAL MEDIA

Medium Featured On Video: BRANDED CONTENT During;DIGITAL/INTERACTIVE During;DIGITAL/INTERACTIVE Developed Retailer Site Content;DIGITAL/INTERACTIVE Digital Video;DIGITAL/INTERACTIVE Display Ads;ECOMMERCE During;EVENTS During;GUERILLA During;GUERILLA Ambient Media;GUERILLA Street Teams;MOBILE/TABLET During;MOBILE/TABLET Display Ad;PR During;PR Post;SEARCH ENGINE MARKETING (SEM/SEO) During;SOCIAL MEDIA During;TRADE COMMUNICATIONS/PROMO During;TRADE COMMUNICATIONS/PROMO Post

Audience: New Audience

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English