senior art director
concepting | production | influencer activation
Imagine scrolling through TikTok and seeing a video of a girl who ate a whole box of your client's cookies and that it made them excessively toot. Immediately, one would think, 'this is bad and potentially damaging PR', right?
Wrong. It was a perfect opportunity to play into it and use it to the brand's advantage by connecting with the consumer through a PR care package. An internal team called TootTok was quickly assembled to execute the vision.
The care package was full of custom-branded toot swag consisting of a bidet, toilet paper, jogger sets, stickers, and a variety of products.
Step 1: Create graphics for the box, toilet paper, jogger sets, and stickers.
Step 2: Videotape the assembly process to stitch to the consumer's TikTok video.
Step 3: Send and hope she posts an unboxing TikTok video.
Step 4: See a return of gaining followers on social accounts, sales, and consumer's trust.
Consumers loved the package so much that we wanted to make a version for people to buy. We called it "The Snacky Snack Variety Pack" to pay tribute to the TikTok video. It consisted of a variety of products and custom-branded toilet paper (while supplies last). Catalina launched a page on its website for consumers to buy the limited edition package.