Charmin needed to do something different to be seen as different and to catch attention. And they needed to do it in a way that met the ever-demanding needs of our on-demand world. Something that took service to a whole new level.

Enter Charmin Van-GO — the first-ever on-demand mobile bathroom service. For two days, if you had to go, all you had to do was pull out your phone and order it up. Within mere minutes we delivered a better bathroom experience — right to you.

To deliver the brand promise “enjoy the go,” we went all out. We designed every inch of the experience to put a smile on your face, starting with our mobile site which was simple and easy-to-use like the on-demand vehicle apps consumers are used to.

When Van-GO arrived, not only did we provide a bathroom, we provided a better bathroom experience. It began by rolling out the Charmin white carpet and didn’t stop until they came out smiling — probably because the bathroom was bigger than most NYC apartments!

In the end, Charmin Van-GO was not only the first-ever on-demand mobile bathroom service, it was the first time many New Yorkers had enjoyed the go in public!

We set some ambitious goals and achieved some incredible results including a Mashable article with quadruple the average share rate and the best-performing social campaign in brand history, resulting in a 3,000% increase in social impressions versus previous efforts.

1. Reach

We surpassed our ambitious goal of 1,065,000,000 impressions by +14.9% with 1,222,529,662 earned and social impressions, and 51 original stories.

2. Effectiveness

We aimed for a +25% PR recall and achieved a remarkable +43.25% recall, which is a +73% difference. Typically for Charmin, +25% or higher is considered ambitious as the brand rarely sees scores higher than that outside of press releases or certain articles with extensive and exclusive brand messaging.