Sample Deck Description

At Thrillist Media Group as a digital strategy intern this past summer I created the Charmin CharMAN deck. This project was completed on my own without the aid of my boss. Since Thrillist has a unique editorial voice I was able to conjure up a campaign that aligned closely to its audience. On my first day of work one of the employees joked how a toilet paper corporate client would provide a fantastic outlet to showcase native Thrillist advertorial copy. Little did he know, two months later I devised an entire digital campaign to harness the power of the Thrillist daily emails, the online shop as well as a host of other digital opportunities. After some Mintel database research I was able to conclude that women were the predominant buyers of toilet paper. Using the digital ad banner search engine moat.com I was able to view the current Charmin display banners as well as their digital channel location. After concluding an evident female skew of digital properties I subsequently cross-referenced the composition index and vertical percentage of Thrillist-reading Charmin buyers, and to my surprise the correlation was statistically significant. I was able to realize the lack of male toilet paper purchases was a perception problem sent into motion by a long duration of similar toilet paper ads. The middle aged mother reined supreme as the coveted household toilet paper buyer. The Charmin CharMAN campaign is not a rebrand but rather a pivot to accentuate some of the more risqu and new marketing communication techniques of the brand. By building on #TweetFromTheSeat hashtag and the mobile Sit or Squat app the CharMAN campaign adds a male tinge to the brands advertising. I feel this campaigns rich native advertising placements and social media engagement opportunities will motivate men to share their experiences.

I felt this project was very special because I was able to devise a new way for a new audience to engage with the brand. While many of the products are a part of the Thrillist Media arsenal I was still able to take many creative liberties and create a plethora of strategies across many digital channels. My favorite part of this campaign is the way it aligns tightly with Thrillists unique voice. If you are curious about Thrillists voice please check out their web properties at Thrillist.com. Scroll down and ENJOY!!

Presentation: Charmin Ultra

August 7, 2013

Thrillist & Charmin

Copyright Jared Rosen 2013

THE CHARMAN The Problem:

Only 58% of men aged 18-34 buy their own toilet paper when they shop.

Mandatories:
Stay true to Charmins playful tone regarding the enjoyment of the bathroom experience

The Goal:
Need to captivate and empower young men to actively seek out the Charmin brand when shopping.

Thrillist & Charmin

Copyright Jared Rosen 2013

THE CHARMAN Media Objective:

Drive increased trial across the target audience by 15% in a span of 12 months

Media Strategy:
We understand that Charmin does not currently target young men, so we will increase trial of Charmin toilet paper among the target audience by connecting with them through digital banners, email takeovers, sponsored articles, and competitions in order to increase the conversation about Charmin and drive purchase conversions

Thrillist & Charmin

Copyright Jared Rosen 2013

THE CHARMAN

187% more likely to buy bath tissue

from a big box retailer

111% more likely to have searched

for bathroom products online in the past six months

108% more likely to find a bathroom

product brand and stick with it

157% more likely to believe a brand

name is an important factor regarding bathroom products

Thrillist & Charmin

THE CHARMAN
Why Thrillist: At Thrillist, our on-the-ground editors deliver underthe-radar recommendations on where to drink, party, and play. We empower readers and their friends to not just to live with stingy bath tissue but to go out and make an Charmin decision. Charmin Ultra Plan of Attack: Together, well drive high-traffic and boost brand awareness of Charmin Ultra by utilizing our trusted editorial voice to create engaging content for our readers while empowering them to realize the superiority of Charmin Ultra. And here is how...
High Impact Email and Web Launch Media Charmin Ultra Content Creation & Distribution Content Hub of top Restaurant Bathrooms AV Social Media: Facebook & Twitter posts

Copyright Jared Rosen 2013

Thrillist & Charmin

Copyright Jared Rosen 2013

THE CHARMAN
Custom Content Distribution: Our Allied Email features 200 custom words and high-impact custom tailored skin will drive to the CharMAN custom content destination on Thrillist.com. This continuity will help our readers to get excited about the guides unlocking their citys biggest portions. Additionally the content will be promoted with: Email Takeovers with custom skins Morning Quickies: 25 word listings Facebook and Twitter Social Posts 9-pack of additional articles profiling the biggest bites from across your city will also be featured

Thrillist & Charmin

Copyright Jared Rosen 2013

THE CHARMAN
Content Hub: The CharMAN content hub compiles rich relevant editorial content in a gorgeous layout that allows the user to see all the content pieces. By profiling the most creative restaurant bathrooms across cities nationwide, this will allow our readers to venture to new spots that they havent tried in order to get a glimpse of their facilities. Mobile Plan: The Thrillist new mobile app allows our readers to keep updated on the best places to eat, drink and play while on the go. By utilizing the interactive map our audience will be able to interact with the content by being able to find the awesome places outlined in the editorial content.

Thrillist & Charmin

Copyright Jared Rosen 2013

THE CHARMAN
High Impact Content Hub:
This editorial content hub will be used to showcase stories on the greatest bathrooms across our featured cities. Each article when clicked will navigate to the editorial page featuring Charmin banner ads. The content hub is a pivot point for the audience to discover what its like to be a CharMAN in their respective city.

Thrillist & Charmin

Copyright Jared Rosen 2013

THE CHARMAN
High Impact Launch:
A specialized email will introduce the fun, witty Charmin Ultra campaign to our audience. Custom content will showcase the creative nature of the brand wile also driving high traffic to the Charmin web properties. Additionally, through a variety of high-impact email takeovers and banners on Thrillist.com will keep our audience engaged when they are online. The highly sharable content is designed to accumulate a high volume of shares across Facebook and Twitter. The Twitter and Facebook Thrillist accounts will be leveraged to launch the campaign.

Thrillist & Charmin

Copyright Jared Rosen 2013

THE CHARMAN
Audience Engagement:
Our in-house designing options Thrillist are accustomed to showcasing brands creativity and originality. The Charmin target audience is 64% more likely to often engage with sponsored articles on websites. In addition, the audience is 52% more likely to engage with banner advertisements placed alongside web pages and articles. The target audience is 111% more likely to somewhat often engage with our time specific bi-weekly emails. The CTR of many of our banner ads often exceed 2%-3% which is far greater than the industry average of .1%.

Thrillist & Charmin

Copyright Jared Rosen 2013

THE CHARMAN
Audience Engagement:
Our in-house designing options Thrillist are accustomed to showcasing brands creativity and originality. The Charmin target audience is 64% more likely to often engage with sponsored articles on websites. In addition, the audience is 52% more likely to engage with banner advertisements placed alongside web pages and articles. The target audience is 111% more likely to somewhat often engage with our time specific bi-weekly emails. The CTR of many of our banner ads often exceed 2%-3% which is far greater than the industry average of .1%.

Thrillist & Charmin

Copyright Jared Rosen 2013

THE CHARMAN
Audience Engagement:
An infographic featuring fun facts regarding large portions co-branded with Charmin and Thrillist will be shared through social media channels. These highly sharable kernels of information fuse information and creativity while bolstering the attention of the CharMAN campaign. The image will be linked to the CharMAN editorial content hub on Thrillist.com. Since 44% of the target audience uses Facebook regularly this witty infographic will be able to be shared across social platforms.

Thrillist & Charmin

Copyright Jared Rosen 2013

THE CHARMAN
Built in Custom Store
Thrillists innovative platform allows for seamless integration between our various online properties. This fusion between the Charmin sponsored content and JackThreads special sale will allow for a more engaging experience that will serve to resonate with the target audience. The sale, consisting of mainly quirky gifts matches the playful tone of the CharMAN campaign and will allow for a greater share of voice for Charmin within the JackThreads ecosystem.

Thrillist & Charmin

Copyright Jared Rosen 2013

THE CHARMAN
Art While You Squat
This RebelMouse facet of the Charmin CharMAN campaign will serve to ignite rich comical content that will engage our audience while also providing Charmin with a focused narrative socially across multiple platforms. Currently Charmins male consumers are 54% more likely to post regularly on Facebook and 22% more likely to post on Twitter. By encouraging our readers to draw while they are in the john is a funny way for them think about the brand. The best comic style drawing will be chosen and featured in a Charmin sponsored comic series in leading online publications or newspapers. By encouraging our audience to express their bathroom humor through art will pave the way for high traffic across Charmins social media properties as well.

Thrillist & Charmin

Copyright Jared Rosen 2013

THE CHARMAN
24% of the target audience like to draw as a hobby 20% more likely to think of themselves as funny, humorous and witty 16% of the target audience enjoys reading cartoon comics

Thrillist & Charmin

Copyright Jared Rosen 2013

THE CHARMAN

Type
Trial/Consider ation

Objective
1.Increase trial 2.Make the brand resonate with a male centric audience 3.Increase purchase intent

Metric and Goals

1.Brand perception scores 2.Pre/post intent measures 3.Percent of target with top of mind

Data Source and Technique

1.Measure pre/post attitudes about buying toilet paper 2.Measure Pre/post brand perception scores 3.Utilize Qualtrics website surveys

Results
15% increase in trial across the target 20% increase in consideration of Charmin products among target

Thrillist & Charmin

Copyright Jared Rosen 2013

THE CHARMAN
Internet Radio Partnerships
A partnership between Thrillist and Charmin can be us used to assist in the CharMAN strategy throughout Thrillist properties. The target audience is over 84% more likely to tune into internet radio during the daytime. Over 28% of Los Angeles, Chicago, San Francisco, and Dallas 18-34 year olds listen regularly to Pandora. This platform will allow for audio and display ads to be featured across the target population. Songzas growing popularity, intricate propriety algorithm, and over 50 music experts make it a perfect partner for sponsored CharMAN playlists created by Charmin. With over 4.7 million users and growing this service is gaining popularity across Boston, New York and Washington markets.