Charmin's unprecedented mobile restroom experience
Charmin, a brand under Procter & Gamble, launched a humorous marketing campaign called "Van Go," roughly meaning "go in a van," and embraced the taboo topic of bodily functions. The campaign featured Facebook influencer Nick Douglas, who named the brand's cartoon bear "Poop Bear" and wrote that Charmin "forced me to poop in a truck." Additionally, Charmin partnered with ride-hailing giant Uber to offer a "restroom ride."
In late June, Charmin deployed a "restroom truck" in the prime Manhattan area of New York, bookable on demand via mobile app.
Challenge
Competition among toilet paper brands is fierce. To counter emerging brands, Charmin needed to capture public attention and ignite customer love for the brand by proving its manifesto: "Enjoy the go."
Insight
In today's world, everything seems designed with a mobile-first, on-demand approach that raises consumer expectations. When we're out and about, one thing we all need but dread is using a public restroom. Public restrooms are scarce and often unacceptably dirty. Finding a clean and comfortable restroom is difficult.
Idea
We designed and built the Charmin mobile restroom—the first on-demand mobile restroom service.
We offered the cleanest, most comfortable, and most enjoyable restroom experience (including an ample supply of Charmin toilet paper) delivered through a mobile app.
Experience
We announced the Charmin mobile restroom on Mashable. The truck then hit the streets of New York, where comfortable public restrooms are scarce.
To use it, you simply took out your phone and booked via our online app. Within minutes, your order was confirmed. The experience began with Charmin toilet paper, and we provided "poop" magazines and even a phone in the restroom to answer nature's call—until you laughed out loud.
Impact
The response was tremendous. We not only achieved our brand goals but also created an unprecedented experience for Charmin.
Media coverage increased by 9% compared to previous campaigns, including 51 original stories via outlets like The Today Show, Drudge Report, People, and Yahoo.
Public relations review was 73% higher than historical brand benchmarks.
Media metrics improved by 8% over historical brand benchmarks, increasing impressions and ad coverage.
Social conversations increased by 3,000% compared to previous campaigns, beating other online topics.
Van Go proved to be the best-performing social campaign in the brand's history. All the activities for the restroom were a delightful experience for both the brand and consumers.
