We wanted to make the long-lasting reputation for Scott® 1000 unforgettable. So we created a memorable challenge: how far would a roll of Scott® 1000 take you – literally? We sent five families on a cross-country RV journey along America’s longest highway, I-90, to find out how many sights they could see and memories they could create before their single roll of Scott® 1000 toilet paper ran out. Because we wanted them to share the experience, we chose five popular YouTube families, ranging in number from three to seven members, with loyal followings and a knack for creating engaging family content. And for a little suspense, we set out to prove that our five families traveling in a Scott® branded #KeepOnGoing RV could make it all the way across America (4,000 miles) on just one roll each.

The Scott® 1000 road trip spanned 4,000 miles and 15 days in July and August, 2016. The massive itinerary required back-up and emergency plans for potential delays, RV break downs, and natural disasters. Each family was given one roll of Scott® 1000 to use before turning the Scott® 1000 RV over to the next family. The diverse families brought along more than 1.5MM subscribed YouTube followers (The Ballinger Family, That Reyes Family, Our Family Nest, Growing Up On a Shoestring, Gabe Babe TV.) Stops along the way included iconic destinations like Mt. Rushmore, famous sporting events like NASCAR and local attractions like the “insane free fall water slide” to vlog about. Families made pit stops at Walmart, Sam’s Club and Kmart and engaged with shoppers, and shared trip stories with local TV and radio stations. The journey was shared on Scott® Brand’s Facebook and Twitter channels, and Scott1000.com.

When Gabe Babe TV completed the final leg in Seattle, we proved that five rolls of Scott®1000 can take five families all the way across America. It was a fitting reminder of the brand’s long-lasting product, and how much life one could fit into every 1000 sheet roll.

BUSINESS OUTCOMES

The campaign led to a 3.5% sales increase and also produced a +0.4% year-over-year sales lift among Hispanics, a key target for development.

Same-day Scott® 1000 sales increased more than 68% during a Sam’s Club stop, and 219% at a Kmart store, on the journey.

Return on PR investment was $1.87.

CONSUMER OUTCOMES

Increased awareness of Scott® 1000 “long lasting” benefit: The campaign delivered above average social engagement on the families’ road trip. Social content drove 17,000+ engagements (1,450% of goal), and 1.4 million video views (140% of goal).

Families’ followers engaged with road trip content at rates 0.07-2.66% higher than each family’s average engagement rate.

MEDIA OUTPUTS

PR generated 187 million earned media impressions (145% of goal).

Seventy-seven percent of all earned media coverage conveyed the Scott® Brand name and the “long lasting” key message (128% of original goal).

We earned extensive Hispanic, general market and ad industry news coverage spanning Yahoo!, PR Week, and Advertising Age. A satellite media tour generated 44 English and Spanish language placements.

The PR campaign made such a convincing impact that Scott® Brand is now using the theme and road trip footage as the backbone of a 2017 national television brand advertising campaign.