DALLAS: Scott 1000 is sending five YouTube-famous families across the country in an RV to see how far each of them can go on one roll of the brand’s toilet paper.
The road trip kicks off today in Boston with The Ballingers, travelling along I-90, and ends in Seattle on August 3. Once the family is done with its roll of TP, it will "pass the roll" onto the next family, who will take over the RV.
"This road trip is about showcasing the long-lasting value of Scott 1000, which has 1000 sheets," said Christine Kiriazes, Scott 1000’s brand manager. "We want to show how far these families can go with Scott 1000 and what long-lasting value means to each of them personally."
The multi-faceted campaign incorporates PR, shopper marketing, digital assets, and video. Each family is documenting its time in the RV via daily vlogs and social posts. A dedicated campaign site has also been created – www.scott1000roadtrip.com – where consumers can follow the families in real time, track where they are, watch their videos, and join the conversation.
On social media, for every mention of the campaign’s hashtag #KeepOnGoing, and every mile the families go, Scott 1000 will donate a roll of its toilet paper to locations in need. Up to 25,000 rolls in total will be donated.
The families will make pit stops at select retailers during their adventures, and the influencers will also post pictures and videos relating to the campaign on their own social feeds.
Kiriazes explained that the families taking part were selected because they represent a variety of backgrounds and ages reflective of people around the country who buy Scott 1000.
"We wanted to show the face of our consumer and that long-lasting value has benefits for all families," she said. "Our families range in size from three to seven [members] and it’ll be great to see how that works for them."
Scott 1000 already has an idea of how far the families can go with one roll each.
"We have a handy calculator to estimate based upon the age and number of people in the families how far they can go," said Kiriazes.
Ketchum is handling PR for this campaign.
Abby Lovett, an SVP at Ketchum who is also the firm’s Kimberly-Clark account director, explained that her team has been coordinating overall logistics of the road trip, was involved in the selection of the influencer families, and has been rounding out the itinerary for the trip.
"This isn’t a one and done; it is touching a lot of different channels," she said. "So our role has been coordinating the trip and working with partners to make sure we amplify this and augment the activation as much as possible."
Ketchum has worked with Scott 1000 parent Kimberly-Clark for 14 years as AOR for its family care division.
"This is not in norm of what you’d expect for PR," said Kiriazes. "It is an intense program because there are a lot of real, moving parts. It is not fake or produced -- it is real life."
Budget information was not disclosed.