Angel Soft Campaign
Sometimes your just sheet out of luck
BROADCAST VIDEO
Insight
Our challenge was to grab attention in a traditionally ‘low-interest’ category, to reach our audience and to highlight Angel Soft’s attributes in a real and memorable way. In fact, Angel Soft offers 60% more sheets per roll than Charmin. Our campaign focused on one simple human truth: that everyone runs out of toilet paper and when you do, no one wants to bring you a roll. This isn’t marketing speak. It’s a real, genuine consumer insight. And it fits with the Angel Soft brand. Angel Soft has championed value for decades. But it was time to change the way they spoke to consumers.
SOCIAL POSTS
Idea
Our solution was to take this insight and turn it into a great campaign. But first we had to sell a campaign about running out of toilet paper to a toilet paper client. This was no easy task. By highlighting a consumer truth, aligning it to the client needs, and working tirelessly to develop and sell great work, we were able to create an 8-spot campaign that hit on all cylinders.
MICROSITE
Impact
Campaign exposure drove statistically significant increases each of the following metrics:
Total unaided awareness – 2x norm
Top of mind awareness - up 33%
Purchase intent – 3x the norm
Brand favorability - rose 16%
Organic Press Pickup - AdAge
