"Poo Poo Island" for Kleenex Cottonelle
Challenge:
For many parents, teaching their kids independent toilet habits is one of the final challenges in getting some of their "adult-ness" back. However, parents are often untrained in the art of toilet training, and they're not aware of the benefits of using toilet training products such as Kleenex Cottonelle for Kids.
Insight:
Toilet training kids can make parents feel isolated, or like their lives are being ruled by their children’s toilet training process.
Solution:
Show parents they can make a clean break from their "poo selves" by creating a wealth of knowledge and collective wisdom on the art of potty training.
Execution:
Blogger outreach to prominent Australian mum bloggers who we worked with to create "Poo Poo Island", a website where parents are asked to share tips, techniques, frustrations and embarrassing moments from time spent in a world dominated by toilet-training kids. The wide readership of the bloggers resulted in further exposure for the site and increased engagement from users.
A series of branded videos were produced to promote the site launch and introduce some of the more common toilet training issues.
And banner ads on parenting portals drove users to the site, where they were encouraged to share their poo stories to go in the draw to win a trip to Fiji.
Click though rate for Poo PooIsland banners:
- Industry Benchmark: 0.02%
- Parenting Benchmark: 0.06%
- Achieved: 0.10%
