A TIKTOK LAUNCH

Turning sentiment around for a brand.

Cottonelle is a category leader with high awareness, but when I was briefed, they were mid-crisis with significant negative sentiment around a recent ad campaign that did not land well with consumers.

We launched a new campaign and much gentler tone, and recommended they use the moment to expand to a new audience on TikTok. We searched for a spokesperson who could credibly lead the "Down There Care" conversation—entertaining consumers without offending them. As both a comedian and doctor, Ken Jeong, provided the perfect balance of humor and credibility.

We kicked off with a 360° brand act where Ken recruited a batch of “Ass-vertisers”— superfans who would advocate for the brand and articulate the product superiority.

RESULTS

We shifted comment sentiment +39% on Facebook, where the biggest problem was and started and kept 100% positivity on TikTok.

Agency \\ M Booth
VP, GM Creative Director \\ Ryan Murphy
Associate Creative Director \\ Liz Kim
Associate Creative Director \\ Melissa McCarthy
Senior Art Director \\ Mel Payamps
Designer \\ Modupe Lamikanra