Rolling Out to
Their rating was tops, but their awareness was low. Mostly because they’d been Walmart exclusive for over a decade. How would we get a millennial mom to switch from her go-to bath tissue? And how would we make sure it’s ready to roll at all her favorite retailers?
It was time to show moms everywhere that White Cloud is a choice she’ll never regret–and an offering that retailers don’t want to miss. To make it happen, Empower brought together the No. 1-rated bath tissue brand with the No. 1-rated talk show, “LIVE with Kelly and Ryan,” to launch the “Style Regrets Contest.” Hosts Kelly Ripa and Ryan Seacrest encouraged viewers to submit their fashion faux pas for a chance to “wipe them away” through a head-to-toe makeover and big reveal on the show.
Empower negotiated such an impressive brand integration we scored a three-page spread in Ad Age. Local human interest stories about the winners resonated with moms. And retailers got access to a whole host of marketing materials starring Kelly, Ryan and White Cloud, like email blasts, coupon booklets, social posts and more.
The program skyrocketed White Cloud’s awareness, driving more than 117.6 million impressions. The product’s shelf space shot up too. And the show’s not over. Next, we rolled out the red carpet as White Cloud sponsored the talk show’s largest annual event – the 2018 After Oscars Show in Los Angeles.