Cottonelle's interactive ad campaign cleverly targets female-skewed mobile sites to convince women to buy Cottonelle brand toilet paper. The campaign centers around the #MoreIsBetter hashtag, which is derived from the claim that Cottonelle offers 25% more sheets per roll than Charmin Ultra Strong double roll.
The ad shows a picture of Cottonelle's product next to the hashtag #MoreIsBetter, while the ad asks viewers to "pull the toilet paper to see more." The banner ad then transforms into a full-page ad when clicked on, with the landing page displaying images comparing Cottonelle and Charmin rolls.
Cottonelle has also partnered up with lifestyle and women-focused blogs to offer a variety of prizes for reader giveaways. This mobile and web-focused campaign is smartly targeted towards the people most likely to buy Cottonelle's products.