The Public Relations Benefits of Celebrity Activation

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

When American Standard launched ActiClean -- the toilet that cleans itself -- they retained O'Reilly DePalma to make a major impact with public relations

American Standard wanted to spike awareness and interest rapidly among homeowners, a large target audience to reach.

One of the best ways to do that is to retain a celebrity spokesperson. The bigger the celebrity, the bigger the impact. 

In the case of the ActiClean launch, we recommended the perfect celebrity for a self-cleaning toilet:  Howie Mandel.  A noted germaphobe, Howie was a beloved celebrity to multiple generations of homeowners, from his 1980s appearances on St. Elsewhere to his current gig judging America's Got Talent.

 

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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Tactics:

We produced 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.

We promoted the ActiClean toilet and the ActiClean Patrol contest through media pitching and a satellite media tour. The set for the satellite media tour was a bathroom and Howie hilariously conducted interviews across the country:

Our contract included a set number of social posts and videos:

 

 

We also negotiated in-person events to energize customers and employees about Acti-Clean. We set up in-store training... 

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...a trade show appearance at  KBIS 2017, and...

_DSC4392jpeg.jpg...a special employee event at American Standard headquarters in NJ. 

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The winner of the ActiClean patrol contest had Howie at her home for the Toilet Brush Removal Ceremony, which was also covered by the local media:

 

 

 

Outcomes

In a campaign HBS Dealer called Marketing Magic, O'Reilly DePalma delivered these Better PR results to American Standard:

  • 423% increase to key customer product page within 13 days of the media tour launch with Howie.
  • 371.9 million media impressions in 90 days.
  • Social impressions at a CPM of $9 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 The Public Relations Society of America (PRSA) recognized the benefits of this public relations campaign in three different chapter competitions. 

Topics: Public Relations