We knew it wasn’t going to be easy to make our new, unconventional audience pay immediate attention to Kohler. But in order to make them think about showers, we had to go to the place they needed them most. For this plumbing company to engage, we needed to reach them at their dirtiest.

And where else but a dirty, dusty, sticky, sweaty, filthy festival to do so?

If Kohler could insert itself into this electric and highly sensorial and dirty environment, where no plumbing brand had ever gone before, we could create a positive perception of the brand. Activating in a way that would be found valuable could be the start of a beautiful friendship.

Kohler rained down on Bonnaroo and began the massive task of creating a beacon of relief in the summer festival heat: the showers. With a full-scale plumbing renovation, Kohler installed Bluetooth speaker-enabled Moxie Showerheads throughout the festival, so that fans didn’t miss out on the tunes on the other side of the wall.

Free showers were given to any fan brave enough to try them out, and word quickly began to travel. Supported by influential voices from key publishing partners and real-time promotion of relevant content, we were able to get people in showers and product in-hand.

And the Shower Party didn’t stop there. With branded in-shower interviews with some of the festival’s best acts, we were able to create and strategically seed our content online in real time to reach millions of people reading about the festival; vastly expanding our footprint outside of the 85k+ on the ground.

The results were music to our ears.

Aside from the rave reviews of the newly clean festival-goers on the ground, Kohler saw a direct effect on sales throughout the campaign: a 50% increase in sales of the Moxie Showerhead brand.

We saw a 200% increase in our social engagement and followers, as well as a 239% increase in “where to buy Moxie” visits on us.kohler.com.

This success stemmed from the more than 3,200 pieces of custom content diligently created for the campaign, and the 800 million brand impressions distributed to future consumers.

The party was such a hit in fact, that we’ll be back this year to do it all again.