American consumers are actively talking about the brands they love — sharing, liking, tweeting, posting, blogging and more. Immense online inputs of transferable, behavioral and social data move in real time, demanding rapid response and optimization of all messages. This means brands have to create customizable content that catches their audiences at the right time and in the right moment. To engage a low-involvement category through live and social conversations, Quilted Northern focused its efforts on real-time and conversational content about 'what happens in the bathroom'. By honing in on the social aspect of the content and brand relationships, we rolled out a campaign flush with humor and driven by content.

The campaign just recently hit the digital airwaves, so we’ve only begun to gather data and stats about its performance. We can say this: early reactions via limited release and test audiences have been very positive. In the coming weeks, we’ll be rolling out content through digital media, native advertising, social posts and influencer outreach.

On April 23, an extensive PR campaign was launched to promote the campaign. The press release received nearly 72 million impressions and was picked up by 238 outlets, including Yahoo! Finance, MarketWatch, and the Boston Globe.

In a category typically dominated by discounts and coupons, the campaign delivered multiple ways for consumers to truly engage with the brand. Though the content has only been live a few months, we are already seeing significant lifts in time spent on our site and engagement with content. In every case, we focus on drawing the audience into the content by engaging them in a charmingly candid conversation about a subject that was previously pooh-poohed.

In addition, overall reception to the campaign has been very positive as people are using #StopWiping in social forums. Quilted Northern is also engaging with people on Facebook and Twitter who are talking about 'wiping' and 'pampering' and surprising them with packs of the product.