'Shower Stories' was an original production of six, 60-second episodes aired on national TV. We also created a Zest-branded YouTube channel to house the videos and reach more people for social impact and measurement.

We also took the concept to retail, focusing on making the content come alive in the path to purchase. At stores, we installed mock shower booths where everyone, including kids, adults, young adults, were suddenly interested in getting things off their chests. We extended the campaign by inviting people to submit their own videos to YouTube and promised prizes for the funniest videos uploaded online. And because we were water-conscious, we asked that shower videos were limited to one minute! The videos came flooding in and ranged from the sublime to the absurd but the common factor was always their bar of Zest.

The relevancy of this content opened doors for Paid, Owned and Earned Media to garner unprecedented results. 'Shower Stories' validated the effectiveness of communicating a simple yet meaningful brand message, one that’s driven by content and community engagement. Sharing can reinvigorate a brand even in the face of fierce competition and familiar product features. Zest’s YouTube channel has earned 2.4 million unique views to date and built a community who shares real-life confessions and heartfelt messages. Of course, it doesn’t hurt to move the bottom line. Since the start of our campaign, Zest’s sales have increased by 23%.