Case Study: Royale

Name: Royale Road Tour

Time period: April – September 2010

Markets: Alberta, British Columbia, Ontario, Quebec

Objectives: Leverage the highly successful Bathmobile program to drive trial and awareness of 3-ply Royale Ultra. Develop an emotional bond with the Royale brand through Cause Marketing efforts and integrating the Bathmobile program into a fully activated multi-year sponsorship.

Program Elements:

• Full size samples of Royale Ultra in a biodegradable carrying pouch
• Collateral insert with high value coupon and drive to web to win a one year supply of Royale product
• Royale Travel Pack Facial Tissue samples with custom Weekend to End Women’s Cancers (WEWC) packaging (for distribution at WEWC events only)
• “Roll-in-One” golf game for charity
• “Royale Roulette” touch screen product survey
• Royale Plush Kitten prizes
• iPads and onsite computers for Facebook integration
• Royale product at relevant touch points at the WEWC (porta-potties, dining tent, medical tent, etc.)

Recap:

From vision to reality, the Royale Bathmobile program was brought to life in 2009 and has been on a ‘roll’ ever since! This unique promotional vehicle, with its larger-than-life roll of Royale, never fails to turn a head on its annual road tour across Canada. Consumers interact with Royale Roll Models (Brand Ambassadors) for up to 45 minutes, touching and feeling the quality of Royale products and providing their feedback. Consumers also have the ability to support Royale’s charitable ties by playing the Roll-in-One golf challenge benefiting Children’s Miracle Network/ Shoppers Drug Mart Weekend to End Women’s Cancers. For every roll-in-one (hole-in-one) a consumer gets, Royale donates $10 to their charitable partner.

In 2010, consumer engagement was taken to the next level through Royale’s fully integrated sponsorship of the Shoppers Drug Mart Weekend to End Women’s Cancers (WEWC). Not only did participants have a full weekend of “Royale Experiences” during the walks, their brand experience extended into the social media realm via the Royale Kittens Facebook Community Page. The newly developed Kittens Community Page (www.facebook.com/RoyaleKittensChatons) was transformed into a fundraising hub to support the WEWC charities where every Facebook “Like” meant a $1 donation, from Royale. The number of “Likes” surpassed 6,000 in 3 short months as Roll Models drove consumers to the site directly at each walk from the Royale Social Media centre via computers and mobile iPads.

Awareness spread online through the real time integration of pictures, comments and video from the events. The Kittens Community became a bilingual support network for walkers across the country; they would frequently check the page to see results and highlights from each event, while offering words of encouragement to support fellow walkers. User generated content sang the praises of everyone who did their part to help end all women’s cancers, including Royale’s sponsorship of the event and having the high quality products for everyone to use on-site – porta-potties never looked (and felt) so good!

While many walkers formed personal connections with the brand through the fun and memorable on-site presence, the Royale Kittens Community will continue to be a powerful tool to keep consumers engaged well beyond the initial event. It is clear to see that online interaction provides the foundation for building long term brand loyalty through ongoing conversations with the brand.

Video Edited by: Lee McGrath
Video Directed by: Various BOOM!ers

Share this: