Despite critically acclaimed products, White Cloud Bath Tissue’s awareness was painstakingly low. After a decade of exclusivity with Walmart, it was time to show moms that White Cloud is a choice she’ll never regret and one retailers can’t miss.

With no dollars for TV advertising and limited funds for print and digital, creativity was key. To achieve mass awareness and third-party influence, Empower paired Consumer Reports’ 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” with a head-to-toe makeover and on-air reveal. The branded entertainment scored them a three-page spread in Ad Age and homepage takeover titled, “White Cloud: The Brand that Wouldn’t Die.” We couldn’t stop there.

After successfully boosting awareness amongst key audiences, White Cloud signed on for Act II in February 2018 with the ambition of driving sales. Empower rolled out the red carpet as White Cloud sponsored the talk show’s largest annual event, the After Oscars Show in Los Angeles.

White Cloud teamed up with LIVE’s Predict the Winners ballot contest, where two winners attended the red-carpet festivities and sat center stage at LIVE’s After Oscars Show–the most watched airing to date, reaching 3,590,000 viewers.

Through couture gowns made of White Cloud, we showcased the product’s star qualities of “strong and soft” and evoked the red-carpet glamor so many crave and celebrate. The dresses were modeled on LIVE’s red carpet and used in the program’s branded vignettes. To drive sales, the show promoted a $3-off coupon.