Brand Activation: Singing in the Shower in Times Square

Posted by Nora DePalma on Jan 16, 2017 8:40:03 AM

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The  idea:  Create a fun, experiential event in New York's Times Square to increase awareness of American Standard brand bathing and showering products.

The objective of the Art of Bathing campaign for American Standard was to raise the profile for bathing and showering products offered by the brand. Campaign goals included garnering earned impressions and engagement and driving traffic to a landing page. 
 
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Armed with the fun facts we learned from a showering and bathing habits survey of everyday Americans, O'Reilly DePalma brought singing in the shower to life at Times Square during the busy summer tourist season in the city. 
 
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Visitors were able to explore three bathroom vignettes set up in Times Square.  The boldest participants could step up to sing in the shower, a complete luxury American Standard bathroom they experienced through virtual reality goggles while singing karaoke. Guests took to social media to share their experience using the hashtag #ArtofBathingNYC.  
 
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There were literal showers when we started before 7 am, but the weather got better and the crowds got bigger throughout the day. 
 
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We created a custom geo-filter through Snapchat.

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Outcomes:

Garnered 162 million earned and paid impressions connecting American Standard to bathing and showering:
 
1,700 unique visits in 10 days to a landing page featuring key product images, exceeding goal by 40%
15 percent click-through rate to additional product information.  
 
The syndicated infographic alone garnered more than 69 million impressions, with placements featured on LA TimesHouston Chronicle, San Francisco GateOrlando Sentinel, and Chicago Tribune.
 
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Breaking news during the week of the event supressed live broadcast coverage. We quickly pivoted to social media, increasing our content and boosting investment to garner these one-day totals: 
  • Facebook impressions: 239,853 with a $10 CPM
  • Twitter impressions 25,342
  • Snapchat Geofilter (4 hours) 6,400 views from 200 unique users. 

Topics: Special Events, brand activations