Charmin 'Van Go' Mobile Restroom Experience

Charmin's Unprecedented Mobile Restroom Experience

Charmin, a brand under Procter & Gamble, launched the humorous marketing campaign "Van Go," roughly meaning "take a truck to poop," and playfully embraced bathroom humor. The campaign featured social media influencer Nick Douglas, who dubbed the brand's cartoon bear "Poop Bear" and wrote that Charmin "forced me to poop in a truck." Additionally, Charmin partnered with ride-hailing giant Uber to offer a "poop ride" service.

In late June, Charmin deployed a "poop truck" in the prime Manhattan area of New York City, available on-demand via mobile booking.

Challenge

Competition among toilet paper brands is fierce. To counter emerging brands, Charmin needed to capture public attention and ignite customer love for the brand by proving its mantra "Enjoy the Go."

Insight

In today's world, everything seems designed with user needs in mind, mobile-first, raising consumer expectations. When we're out and about, one thing we all need but dread is using the restroom. Public toilets are scarce and often unacceptably dirty. Finding a clean, comfortable restroom is difficult.

Idea

We designed and built the Charmin Van — the first on-demand mobile restroom service.

We provided the cleanest, most comfortable, and most enjoyable restroom experience (including an ample supply of Charmin toilet paper) delivered through a mobile app.

Experience

We announced the Charmin mobile restroom via Mashable. The van then hit the streets of New York, where comfortable public restrooms are scarce.

To use it, you simply pulled out your phone and booked through our online app. Within minutes, your order was confirmed. The experience started with Charmin toilet paper, and we provided "poop" magazines to read while answering nature's call, until you laughed out loud.

Impact

The response was enormous. We not only achieved our brand goals but also delivered an unprecedented experience for Charmin.

Media coverage increased by 9% compared to previous campaigns, including 51 original stories via outlets like The Today Show, Drudge Report, People, and Yahoo.

Public relations reviews were 73% higher than historical brand benchmarks.

Media metrics improved by 8% over historical brand benchmarks, increasing impressions and ad reach.

Social conversations increased by 3,000% compared to previous campaigns, beating other online topics in buzz.

Van Go proved to be the best-performing social campaign in the brand's history. All the activities for the restroom were a delightful experience for both the brand and consumers.