Instead of delivering a traditional message, we provided a service. When someone is outside of their home and in need of a toilet they will open up the application on their mobile device that will allow them to find, rate, and save locations to clean and safe public toilets nearby. We prudently integrate Charmin branded messages into the mobile utility without disrupting the user service; for example, a Charmin display banner appeared while the application is streamed into the user's device which otherwise would have served as a blank loading screen.

Then we execute tactics to help drive additional downloads of the application: integrated branded Display banners into P&G’s Everyday Solutions Consumer website, Charmin's website, and a Home Page takeover on SitorSquat.com, and PR outreach to build earned impressions.Last, the collective power of consumer generated word of mouth around Charmin/SitorSquat act as our largest campaign amplifier.

Consumers are empowered to become advocates for clean and safe public rest rooms. The conversations monitored in social media- blogs and community groups prove this and to date consumers have rated 60,000 toilets worldwide.

In 13 weeks delivered 300MM+ impressions in earned, unpaid media across mass, trade, and consumer generated media. 97,114 application downloads in 13 weeks and on pace to deliver 2x as projected impressions via mobile display banners (people who see our branded message wihtin the mobile application). Project a ROI that is on par with some of the other proven business driving communication channels.