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.
Key Themes Behind This Trend
- Mobile-targeted Ads
- Businesses can create interactive ad campaigns that target specific demographics for increased engagement and conversion rates.
- Hashtag Advertising
- Hashtags can be used to promote a brand's unique selling points and create a memorable campaign slogan.
- Partnership Marketing
- Partnering with popular influencers or businesses in a related industry can increase brand visibility and credibility.
Where This Applies
- Consumer Goods
- Companies can utilize mobile and social media platforms to target specific demographics and increase sales of consumer goods.
- Marketing and Advertising
- Businesses specializing in marketing and advertising can create innovative campaigns that utilize mobile technology and social media platforms.
- Blogging and Content Creation
- Bloggers and content creators can partner with brands to offer giveaways that promote products in a targeted and engaging way.
