White Cloud Roll-volution

White Cloud approached Rockfish with a challenge: increase awareness of their brand and drive sales without breaking the bank. As we started to look at the toilet paper industry, we realized that it was a "sea of sameness". Everyone was talking about how their product was soft, quilted, durable, and affordable. In order to understand what consumers were talking about regarding toilet paper, we conducted an online listening study and discovered that people don't talk about toilet paper attributes – they talk about running out of it. Leveraging this insight, we created an online viral campaign that focused on the "void" of toilet paper rather than the "virtue" called the Roll-volution where women could take a stand against the toilet paper takers that they live with. To promote the campaign, Rockfish leveraged the entire digital ecosystem creating a microsite where users can watch videos and take quizzes about the type of paper takers they live with, and they can share results socially to spread the word and download a coupon to use on White Cloud products.

Technologies Used: .NET 4.0, MS MVC 3 Razor, Adobe Flash 10, Facebook Graph API