NEW YORK: Procter & Gamble's Charmin is using “real” people to promote its toilet paper brand, as part of a new twist on its long-running Charmin Restrooms campaign.
For the fourth consecutive year, the fully-staffed public restrooms will return to Times Square for the holiday season from November 23 to December 31. But this year, Charmin has launched a search to find five “brand ambassadors” who will interact with restroom guests. An open casting call is being held on November 5, and the selected five will be announced on opening day of the Charmin Restrooms. Each of the five will receive a $10,000 “salary”.
“We wanted to find a way to refresh the program. We know unemployment is pretty high right now, so we've created a seasonal employment opportunity that is amongst the highest paid in North America,” Jacques Hagopian, Charmin brand manager, told PRWeek. “We want them to share the experiences they are having in the digital and social media world.”
The Charmin Restrooms have in total generated more than two billion media impressions, and the challenge this year was extending the campaign even further, beyond the 500,000 people who typically visit them over a five week period.
In addition to entertaining visitors to the restrooms, the ambassadors will share behind-the-scenes news on their own blogs on Charmin-branded Web sites, as well as social media sites like Facebook. They will also capture video footage (including interviews with the public) which may be posted on the sites.
MS&L is AOR for Charmin and is helping execute the brand ambassador program.