The Client

Charmin is a toilet paper brand manufactured by Proctor & Gamble.

The Brief

Charmin and Cottonelle have been competing for mindshare and marketshare in the toilet paper market for years. Over the last several years, Charmin has deployed “surprise and delight” experiential activations around providing people with a better bathroom experience, often by giving people access to a bathroom where it is typically scarce.

To drive brand equity, Charmin wanted to create a memorable mobile bathroom experience that can garner media and social attention, centered around technology.

Audience

Everyone / the general public.

Solution

In conjunction with Jack Morton, we brought an on-demand, mobile restroom (in a truck) to New York City for two days in June as a means to garner media attention and capture content for use on Charmin campaigns.

• A mobile-first website that allowed users to request a mobile restroom, and track its progress if their request is selected.

• In addition to the consumer-facing mobile site, we created an admin dashboard for confirming or denying requests.

Client: 
Charmin

Business Model: 
B2C

Team:
  •  Advertising & PR – Publicis
  •  UX – Jess Chow, Sarah Capungcol
  •  Creative – Jack Morton Worldwide
  •  Dev – Joe Magner, Patrick Connors
  •  Production – Margo Romanowski
  •  Account – Josh Hoekwater, Chelsie Patterson

UX Deliverables:
  •  User & System Workflow
  •  Wireframes

User & System Workflow

In order to plan for all screens to be accounted for in the on-demand mobile bathroom experience, the team first created a user & system flow. This flow diagram mapped out the step-by-step process of what the end user and administrator would go through, as well as the system interactions involved. This includes how the end user goes about requesting for the mobile bathroom, how that gets routed to the admin where they choose to accept or reject the request, and how that decision gets reflected back to the end user.

Wireframes, Designs, and the Holistic Experience

The final wireframes defined all screens for the experience, including the main request experience (mobile), and a driver admin and system admin dashboard (tablet).

In collaboration with Jack Morton, a holistic experience beyond the digital realm was also defined - from planning the layout and interior design of the physical space in the truck, to specifying ways to encourage social sharing in order to garner media attention (i.e. ‘tweet from the seat’).

Charmin Van-Go resulted in a 3,000% increase in social impressions compared to previous efforts - the best performing social campaign in the history of the brand.

• 1,222,529,662 earned and social impressions

• 51 original stories

• +43.25% recall

• CPM of $1.43

• Media coverage: Mashable (27.1k shares), The Today Show, People, Yahoo and more

Check out Genuine’s case study video of the Charmin Van-Go experience.