Cottonelle Social Playbook

mini social playbook by maddie zimpfer

focus

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target mindset

table of contents

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paid ad organic content

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expansion

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the focus, the target, and the mindset

the focus

Economic downturn historically has created the “lipstick effect,” an significant increase in sales in the beauty sector during recession.

Skincare Influencers, like Hyram Yarbro, are experiencing exponential growth.

(Yarbro adding 500,000 new subscribers between April and May alone)

There is a huge buzz around skincare that Cottonelle can take advantage of on social.

the target

Enlightened Enthusiasts, Demanding Doubters, and Hygiene Hackers who have all either considered changing their skincare, have changed their skincare, or have been exposed to the buzz on social during quarantine. the mindset

"Yikes! I am so focused on changing up my facial skin care that I am missing out on extra care down there, too."

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the paid ad on instagram and facebook

why this works

flashy and eye-catching self-assured and witty tone calling out what's relevant now instant understanding CTA click motivated by element of surprise asserts Cottonelle as authority for skincare down there follows Cottonelle brand guidelines

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the organic content on instagram and facebook

why this works

encourages consumers to incorporate Toilet Paper and Flushable Wipes into routine appropriate hashtag usage without being perceived as spam (mix of popular and niche) creates opportunity for candid interaction within the word count ideals for both Instagram and Facebook

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opportunities for expansion

more ads of this type

WIP OLV copy...

Voiceover (while girl on screen is washing face): Changing up your skincare routine this quarantine? We think you forgot something… *girl looks down and looks back up, makes a “yikes” face Treat the skin you don’t see like the skin you do.

Practice Down There Care with Cottonelle Flushable Wipes and Toilet Paper.

Changing up your skincare routine during quarantine? (hand reaching into medicine cabinet amongst many nondescript products, pans across them all and pauses) We think you forgot something… (pan continues, reaching the wipes)

new platforms

TikTok beauty brands have seen major success in gaining sales amongst Gen Z in advertising on TikTok

Influencers on Youtube candid conversation on incorporating Flushable Wipes into their self care routine with conversation around how they fit into their specific routine younger millennial/gen x lifestyle influencers, beauty influencers, family channels- the key would be making it personal

Treat the skin you don’t see like the skin do.

Practice Down There Care with Cottonelle Flushable Wipes and Toilet Paper.

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