Howie Mandel and the ActiClean Toilet Generates Big Wins for the Client

Posted by Nora DePalma on Mar 26, 2017 8:40:19 AM

Here is how a celebrated and hilarious germaphobe launched a pioneering self-cleaning toilet with the help of better PR.

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The goal of this celebrity campaign was to drive  awareness and purchase intent for ActiClean, a new self-cleaning toilet from American Standard. 

Strategies:

Position ActiClean as a product that makes people’s lives healthier and easier by enlisting celebrity “germaphobe” Howie Mandel to help us tell the story

Leveage earned media  and social media programming with Howie to drive awareness of the self-cleaning product value proposition through a satellite media tour, targeted B2B and B2C interviews. 

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Produce the ActiClean Patrol contest on social media to find the ultimate ‘clean freak with" Howie Mandel personally delivering an ActiClean to the home of the winner.FB_IMG_1474584768412.jpgConnect Howie to customers to advance awareness of ActiClean among retail store associates, and ... 

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...among bath and kitchen professionals at the American Standard KBIS 2017 booth, and...

_DSC4392jpeg.jpg...connect Howie to employess to celebrate the breakthrough launch.

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Outcomes

  • 423% increase to key customer product page within 13 days of media tour launch with Howie.
  • 371.9 million media impressions in 90 days, including a mention on Access Hollywood.
  • Social impressions for $9/CPM and $0.33 per engagement.

Bulldog Reporter awarded the campaign a Silver and Bronze in its 2017 Media Relations Awards in the categories of Best Use of Personality/Celebrity and Best New Product Launch – Consumer. PR News honored the campaign as a finalist in its 2017 PR Platinum Awards 

Topics: Public Relations