Rolling Into Relevance: How Charmin Turned Social Listening Into a Decade-Long Impact

Leadership In Action

Overview:

As part of the interagency team (IAT) approach for Procter & Gamble’s Charmin brand, MSLGROUP launched the “Charmin Connect”—a weekly war room approach where Charmin’s core marketing agencies (advertising, PR/social media, shopper / in-store and creative) collaborated in real time. These weekly brainstorming sessions allowed us to identify and act on timely, proactive opportunities to seamlessly insert Charmin into conversations. By focusing on real-time collaboration, social listening and media monitoring, Charmin stayed at the forefront of audience awareness across channels.

One pivotal moment came through social listening and media monitoring when we discovered the Detroit Firefighter Department was supplying its own toilet paper and other essential items. This insight revealed a unique opportunity for Charmin to contribute meaningfully, while staying true to its brand ethos.

In response, our IAT team mobilized quickly to deliver a semi-truck filled with more than 70,000 rolls of “Ultra Strong” toilet paper (valued at $35,000) to the department in December 2012. This effort, initially conceived as an earned media and social opportunity, evolved into a decade-long initiative which now supports firefighters nationwide.

Strategic Approach:

At the heart, this strategy emphasized the power of collaboration and responsiveness. By leveraging cross-agency synergy, real-time social listening and a commitment to solving real-world problems, Charmin not only reinforced its relevance, but also cemented its place as a heritage brand.

Key Results:

• Delivered 70,000+ Rolls of Toilet Paper: Responded to a real community need by donating $35,000 worth of Charmin products to the Detroit Firefighter Department, establishing Charmin as a brand that puts people over profit.

• Launched a Decade-Long Initiative: The success of this effort led to the creation of a sustained CSR campaign supporting firefighters nationwide.

• Earned Media Coverage and Social Buzz: Garnered widespread media attention and amplified Charmin's social media presence, strengthening brand awareness.

• Enhanced Brand Reputation: Cemented Charmin’s role as a heritage U.S. brand by demonstrating social responsibility and authenticity in addressing real-world issues.

• Interagency Collaboration Success: Highlighted the effectiveness of the war room approach, fostering synergy among multiple agencies and driving impactful, real-time campaigns.

Individual Contributions:

• Client Support: Partnered closely with Procter & Gamble to align initiatives with brand values.

• Collaboration with IAT Partners: Fostered seamless teamwork across advertising, PR and creative agencies.

• Social Media Strategy: Developed and executed timely campaigns that amplified Charmin’s brand message.

• Community Management: Engaged with audiences and managed the social narrative for maximum impact.

• Data and Analytics: Conducted ongoing social listening and media monitoring to inform strategy and measure success.