Scott 1000 Stretches Across the Country

Neenah, Wis. — To demonstrate that its Scott 1000 bath tissue is “America’s longest lasting roll,” Kimberly-Clark staged a 15-day summer road trip during which five families – ranging from three to seven members – spent three days each in a Scott-branded RV with only one roll of Scott 1000 at their disposal.K-C chose five families that operate YouTube channels to participate because of their relatability in addition to their social media presence. “They represent a variety of family sizes, backgrounds and ages, which proves that Scott 1000’s long-lasting value has benefits for all families,” says Christine Kiriazes, Scott 1000 brand manager.The first family boarded the RV – which featured bold graphics and asked, “How far can we go on 1,000 sheets?” – on July 20 in Boston. The RV traveled along Interstate 90 (selected because it’s the longest U.S. interstate highway) to Seattle over the 15 days, with family changeovers every three days.Documenting their “1000 sheet adventures,” the families made stops along the way at select Walmart, Sam’s Club and Kmart stores as well as Niagara Falls, Indianapolis Motor Speedway and Mount Rushmore, among other attractions.Consumers could follow the action on each family’s YouTube and other social media channels, via Scott’s Facebook and Twitter feeds, at the brand’s website or by searching for the #KeepOnGoing or #SigueAdelante (Spanish) hashtags. Additionally, the Scott1000RoadTrip.com promotional site followed the RV in real time. All YouTube videos and select social posts drove shoppers to the promotional site to download a coupon.The retail stops included radio remotes, games such as Scott 1000 mummy wrap and how many rolls can you stack in 60 seconds, face painting, snow cones, coupons and Scott 1000 giveaways. In-store signage, including shelf blades and violators, at those locations used messaging that read “Come see the Scott RV. We’re road-tripping across America and pit-stopping here!” as well as the event date.While the actual trip lasted just 15 days, the overall campaign runs April to December. It targets families – with a multicultural focus – who respond to a value message.Prior to embarking on the road trip, the families used Scott 1000 at home and shared through their social channels. The road trip ended Aug. 3, but the campaign continues with radio events and ads, coupons, social and mobile media.K-C says a key insight that shaped the strategy was that consumers will best understand what long-lasting value means by experiencing it. The coupons and giveaways aided in trial, while the road trip showed real families using the product. “When consumers are in the toilet paper aisle and evaluating their options, including how long will it last for their family, they often use sensory methods like squeezing, lifting and looking at the package to guess which is the better value,” says Kiriazes. “But the best way for consumers to understand ‘long lasting’ is to personally experience it and find out how far they can keep on going with 1,000 sheets.” Partner agencies (all based in Chicago) working on the program include: Geometry Global (shopper marketing), VML (digital and social marketing), Mindshare (online advertising), Ketchum (PR and influencers) and Trisect (video production).Unable to share the campaign’s budget, Kiriazes says success will be measured by household penetration. Scott pledged to donate one roll of its bath tissue to locations in need for every mile traveled in the road trip and every use of the hashtags (up to 25,000 rolls).

Scott 1000 Stretches Across the Country

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