A Donald Pingaro Creative Idea This presentation is an Intro to Advertising project I made while attending SUNY New Paltz. The goal: to create a successful social media campaign that would raise brand awareness for a specific product within the hygiene category, acting from the perspective as the head creative on the project. I have no affiliation with Charmin®, FIAT™, MARS Incorporated, Twitter, Facebook, or any other company/ institution named within this presentation. This is simply an assignment my professor recommended I add to my marketing portfolio. There are many more to come.

A Brand of Strength and Softness An Advertising Project by Donald Pingaro

 Parents ages 25 – well, for however long they use toilet paper and not diapers (purchases will be heaviest during the years they have children living in their house) and beyond, as parents’ relationship with the brand grows  Key Demographic  As bath tissue may also be purchased for those with sensitive skin, the target audience broadens. TARGET : Heads of the Household

 The brand reaches out to several distinct, but meshing groups that can be found in the family unit.  By advertising “Pillow Technology,” our brand aims for educated consumers who look for precision quality.  Studious Child/ Professional Father  Pampering qualities of are most sought by mothers and daughters who believe in treating themselves like Queens and Princesses, focusing on the beauty aspect of our products.  Lastly, Comfort aspects aim for those who think all parts of their lives should be enjoyable and care free. Psychographics

Our brand’s website reinforces these themes, using the “Bear Family” to indicate the well defined areas of the target market.

Now That We Know Our Customer… ? How can we get them to buy more toilet paper?

THE CAMPAIGN

 For the month of October ONLY, Charmin will distribute colored toilet paper of the same quality you’d expect from all Charmin products.  This will allow parents and kids hours of fun while creating and personalizing their Halloween Costumes! LIFE IN COLOR NOW IN COLOR!

 This campaign will use various forms of social media to boost fourth quarter sales as well as associate the brand’s attributes with fun (rather than excrement) by introducing a special seasonal product kids can make costumes out of! THE CAMPAIGN #CharminMasked

THE CAMPAIGN #CharminMasked

Short television commercials will kick-off the campaign, fading from black into a small, dark room with a fire graphic crackling inside the Charmin Masked Jack O’ Lantern packaging. THE CAMPAIGN

 The “Charmin Mummy” will help build brand awareness by positioning Charmin as the only brand Strong enough to make a non-tearing mummy costume, but also Soft enough to allow kids to trick-or-treat comfortably; enhancing Charmin’s pre-existing product attributes and positioning. THE CAMPAIGN

 While the campaign is meant to target parents and young children, there is potential to reach teens and college students as well.  By sending out images of sexy Charmin costume ideas, we can target the college audience with a nostalgic, frugal alternative to expensive costumes.  These costume ideas will be sent out over twitter, instagram, pinterest, tumblr and facebook. THE CAMPAIGN

 Throughout the month-long event, prizes for weekly contests will include coupons for candy and Charmin products as well as cash prizes that can be retrieved online at Charmin.com.  Winning contestants will receive a private message with a security code through facebook, tumblr, or text message which they can enter on Charmin.com to retrieve their prize.  Contestants will receive social updates for new contests and downloadable mini-games for prizes. THE CAMPAIGN

 Charmin customers of all ages will be encouraged to participate in social Trick-or-Treating with the brand, sending in pictures and voting on the best costume for a chance at prizes throughout the month of October.  All submissions will be entered in the Charmin Halloween Sweepstakes where one lucky winner will receive ONE YEAR worth of Charmin products, along with an age appropriate prize, giving us wide co-branding possibilities which could prove profitable. THE CAMPAIGN

 One of the contests will be video-based, asking participants to make the scariest or funniest Charmin Halloween commercial using the tagline, THE CAMPAIGN This will create free viral content for the company, enhancing brand interaction by raising the amount of brand impressions and growing brand awareness. “Nothing’s Scarier than Running Out of Charmin.”

 With a month long campaign using different social media targeted at different age groups, Charmin should be able to sell much more toilet paper than anyone actually needs.  The campaign aims to create a social media frenzy where customers compete to create the best looking or most colorful, completely original costume.  The end result will be a lasting brand experience in the mind of our customers. THE RESULTS

 There is an opportunity to make #CharminMasked a seasonal marketing event, as Halloween is the basis of this campaign. This would allow resale of colored toilet paper left over from the previous season.  However, it may be more effective to continue integrating colored paper to store shelves even after this event (but without the Jack O’ Lantern Packaging), positioning it as the only well known colored toilet paper that can match the décor of any bathroom.  This may require some extra promotional activity, but the new product will have already received an explosive debut, requiring little more to make this transition. Consumer interaction could be prolonged through posting photos of great ways to make colored toilet paper look elegant in a bathroom. MAXIMIZING R.O.I.

THE END

A Donald Pingaro Creative Idea This presentation is an Intro to Advertising project I made while attending SUNY New Paltz. The goal: to create a successful social media campaign that would raise brand awareness for a specific product within the hygiene category, acting from the perspective as the head creative on the project. I have no affiliation with Charmin®, FIAT™, MARS Incorporated, Twitter, Facebook, or any other company/ institution named within this presentation. This is simply an assignment my professor recommended I add to my marketing portfolio. There are many more to come.