Cottonelle Helps Consumers Roll with COVID-19 Challenges

 https://www.ama.org/marketing-news/cottonelle-helps-consumers-roll-with-covid-19-challenges/

At the height of the Coronavirus, consumers were hoarding toilet paper unnecessarily. Enter Cottonelle's #ShareASquare campaign. The campaign had three goals: 1) reassure consumers that there'd be more toilet paper supplied; 2) encourage consumers to share with their neighbors; 3) donate to COVID-19 relief efforts. "Cottonelle started by donating $1 million and 1 million rolls of toilet paper to the United Way Worldwide COVID-19 Community Response and Recovery Fund." And then involved customers - committing to donating $1 (up to $100,000) when a social media user posted a personal #ShareASquare. The campaign "included television, paid media, earned media, influencers and social media" - even earning a shoutout on Jimmy Kimmel Live! The campaign was successful - with over 6,000 users sharing their #ShareASquare moment. This engagement led to Cottonelle's largest single donation in the company's history. And of course, a boost in the brand's customer awareness and perception.