For the past few years, Scott has focused on building brand utility beyond the usefulness of its products, positioning itself as the common sense brand and creating an online community, .
After conducting a survey that found 53% of respondents were looking for simple solutions to everyday problems, Scott, looking to build on its community and to reach consumers on an emotional level, launched its "Common Sense Challenge."
The contest invited consumers to share their tips for accomplishing daily goals through video submissions and a short essay. "From previous programs, we learned that many consumers wanted to discover and share common sense solutions with one another [to] build their own common sense," says Mwanza Lumumba, associate brand manager for Scott Tissue, via e-mail. Finalists were announced on the Web site, where users could then vote for a winner.
Scott worked with Ketchum and GMR on the effort, which combined a grassroots campaign with a new-media effort to build an online community. "The House that Common Sense Built" traveling exhibit visited 13 target markets nationwide. It provided a household setting where visitors could see various tips at work. The Web site provided information about the contest, as well as common sense solutions.
The campaign reached an audience of nearly 144 million with impressions across multiple national media outlets, such as Good Day New York, Yahoo News, and Go, AirTran's in-flight magazine. The contest received more than 20,000 entrants. It also attracted new membership to the online community.
Because the survey also revealed that many people get their household tips from their mothers, Scott will launch the Common Sense Pass it On! Contest in May to coincide with Mother's Day.
PR team: Kimberly-Clark's Scott brand (Neenah, WI), Ketchum (Chicago), and GMR (Milwaukee)
Campaign: Scott Common Sense Challenge
Duration: June to October 2006