In order to generate buzz and create a sense of community we hooked up with a teen social network offering them HE and asking them to create “singing in the shower” lip-syncing videos using HE bottles as microphones, many followed and uploaded clips to our “YouTube” like Bath Queen mini site. BTL activity with our travelling bathroom served as an additional source of videos with the best selected for our daily music TV show.

50% of our target visited the website (220M UU)! winning video viewed 81,500 times!Teens Top Of Mind doubled vs. YAG! trial levels are at their highest ever! First Preference indexing 145! BQ theme song reaching #14 in the charts! But best of all …market shares indexing 134 vs. P3M.