Charmin loo roll hires bog bloggers
Procter and Gamble loo roll brand Charmin is searching for five “super-fun” bloggers to record hundreds of thousands of customer visits to its temporary restrooms in Times Square for five weeks from 23rd November.
Part of Charmin’s ‘Enjoy the go’ campaign, successful candidates will be appointed Charmin Ambassadors whose role will be to blog about their experiences and share content on Facebook and Twitter. Alarmingly they’ll also be posting video content.
This is not the first time Procter and Gamble has set out its stall in Times Square. In 2008 Charmin ran “Plush Potties for the People” tour across the US which also finished in Times Square. The 2009 campaign is however the first time P&G has used blogging and social media to push the brand and the first time it has hired a consumer as a spokesperson.
The five appointed will be paid $10,000 each but they’ll have to be prepared to answer questions like “why do you ‘enjoy the go’ more than anyone else” and “how will you entertain bathroom guests”. Interviews will be held on November 5th at The Hilton Hotel, NY if you’re interested.
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Hardly surprising to see another brand finally latch on to social media. The closeness of ‘blog’ to a moniker associated with this type of product must be a marketers dream however!
Regardless, many brands fail to realise that less, more considered, social media exposure is better than a widespread experiment. Social media adds value when conducted well, but consumers have to have a reason to want to interact with your brand online in the first place. I’m not sure whether loo roll falls into this category.
I think this in an incredibly interesting consumer driven strategy. Consumers have always been recognised as important brand advocates and we have all recognised the increasing power of WOM. This takes things one step further integrating brand advocacy with the social media networks and putting the brand out there with the people, with the capacity to have extensive reach and honest discussion. Incredibly powerful and fun, with a prestigious location to boot. Well done!