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Posts Tagged ‘Charmin’

Why Did Charmin Delete This Great Thor Tweet?

Given all the social media PR Fails you read about (like this one and this one and this one), we understand why lots of SM managers and copywriters are a little hesitant to get edgy on Facebook and Twitter.

But this is getting a little ridiculous. On Friday, Charmin posted a twitpic tie-in to the Thor 2 premier and got a little cheeky with their copy (which was totally appropriate because they use humor to sell toilet paper, people):


Yes, we see what you did there. Nice graphic too. Yet the tweet was gone almost as soon as it went up, destined to join other, far more offensive messages in the social media sewer. Why?

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Social Media Brand Chatter Doesn’t Always Leave an Impression

Everybody loved the recent back-and-forth between Kit Kat and Oreo on Twitter, and we’re fond of the “is it an April Fool’s joke or not” concept behind Scope‘s new “bacon mouthwash” campaign. But this little interaction between Charmin (which we love) and Scope on Twitter today shows that sometimes tweeting really is like yelling into the vortex — there’s no one listening on the other end.

Our point isn’t to criticize either of these accounts, which are great (Charmin, for example, does potty humor quite well). It’s just to show that social media is an ever-evolving experiment and that social teams and clients can’t expect every single tweet to be a big hit. There’s plenty of room to test the waters as long as you stay on-brand — and therein lies the challenge.

Here’s the bacon mouthwash video for fun:

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Which Companies Do Social Humor Best?

News flash: Corporate communications don’t have to be dryer than wallpaper and burnt toast, and you don’t need viral videos, scripted scenes or comedic spokespeople to have a little fun with your messaging. We’re all told to “humanize the brand”, and we know that people love a good laugh more than anything, right?

Today Hubspot ran a post highlighting the work of some of their favorite corporate jokesters, and we have to say that we’re encouraged: We’ve been led to believe that PR pros are too uptight to make jokes, but we think Charmin, for example, does a great job with their fearless use of potty humor. Even some inherently humorless tech companies like Intel manage to take a lighthearted approach in making the most of their social media presence.

So tell us, PR folks: How often do you use humor to make your official Twitter, Facebook and Pinterest personas more appealing? We know it all depends on the brand you’re representing, but we love to see well-run feeds that downplay the public’s perception of businesses, especially big ones, as soulless automated marketing machines.

Which company pages and feeds make their brands more approachable? Which do you follow for guidance on how to do humor right?

Kim Kardashian is the Spokesperson for the Potty

Photo: AP

It’s that time of year again. There’s turkey, Black Friday, the Macy’s parade, and Charmin opens its free bathrooms.

For the fifth year, the Charmin Restrooms will be in New York’s Times Square. According to the press release, the restrooms are free, clean, and family-friendly. So they weren’t going for the Trainspotting-style public bathroom.

And proof that she will endorse just about anything, Kim Kardashian was at the ribbon-cutting ceremony, flanked by people in bear suits, accepting the key to the restroom.

[Image via Gawker.]

Charmin PR on Time Square Bathrooms: ‘We’re Not a Believer in All Media is Good Media’


For the last three years, Charmin has set up free public bathrooms in the middle of New York’s Time Square. The campaign always gets a lot of buzz and Proctor and Gamble PR tells us that it has generated two billion media impressions.

This year, a new twist has been added, as people can audition to be a worker (Charmin is calling them “brand ambassadors.”) in the bathroom, and even get paid a $10,000 salary. Open auditions take place in New York on November 5th, and five people will be chosen. The restrooms are open from November 23rd to December 31st. Charmin asks that candidates, “should enjoy going to the bathroom so much – whether it be to catch up on reading or just enjoy some ‘me time’ – they never want to leave.”

We asked Laura Lewis, PR Manager of Family Care at P&G if she doesn’t mind that some media are poking fun at the contest, given that essentially it’s more press and exposure. “We’re not a believer in ‘all media is good media,’” she said. “Our role at the end of the day is to engage consumers. We know people like to work in the restrooms, and it gets more consumers involved. We do realize we’re going to get an abundance of different types of media. It’s an interesting PR challenge, how do you continue to reinvent it so it’s fresh, exciting and newsworthy each year.”

Asked about the goals of the campaign, and how they measure success, Lewis said, “We look at years prior to gauge success, we have our own internal measurement which [begins with] impressions [as the] base number, but we have other standards.” The campaign’s website: