Comments on: Cottonelle Almost Gets Social

By: jakrose

jakrose — Sun, 24 Jan 2010 01:17:59 +0000

I agree Alyssa. There is so much opportunity to do more here. I am not sure
if it was more investment of time and money online before hand or after or
what, but there is something more needed. It just falls flat for me.

By: jakrose

jakrose — Sun, 24 Jan 2010 01:16:39 +0000

Having the simple online interaction is nice. But it just is not enough. If
you really want to engage people long term, which every company does,
especially a consumer packaged good, you have to do a little more than an A
or B question and a little map.

By: Alyssa G

Alyssa G — Fri, 22 Jan 2010 17:54:21 +0000

These commercials are great – they're concise, funny and effective. However, I think you make a great point that Cottonelle is falling short with their social media execution. The campaign would have been made more effective by building their Twitter, Facebook and YouTube accounts for a few months before launching the TV placements. The audience would be more engaged, and I think the TV spots would have been even more popular.

Instead of building a relationship, it's a mildly successful campaign. Any impact will fizzle a few weeks after the media buys conclude. I think this is a huge missed opportunity to tie together TV with social media.

By: Chris Brashear

Chris Brashear — Fri, 22 Jan 2010 14:09:41 +0000

I haven't seen the spots yet but will keep an eye out for them. Its always possible they didn't have the funding available to do a larger online strategy. While funds are increasingly to implement these programs there are still a lot of C-Suites saying "prove it". This could be Cottonelle's "prove it" campaign that justifies more activity (and funding) in the future given they are happy with the results. I do think the interactive map on http://www.cottonellerollpoll.com/ is a nice touch. Is the whole campaign groundbreaking and revolutionary... probably not. The positive sign is they built these ads with the CTA being participate online by voting, posting content, etc...