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MS&L Wins PRWeek Promotional Event of the Year Award
Procter & Gamble and MS&L won Promotional Event of the Year at the 2008 PRWeek US awards for the Charmin Restrooms in Times Square. IM MS&L, the agency's proprietary influencer marketing specialty, received an honorable mention for PR Innovation of the Year.
Designed to bring the essence of the Charmin brand to life for the consumer, the Charmin Restrooms in Times Square were unlike any public restrooms ever created. Complete with luxury stalls cleaned by attendants after each use, the Restrooms encouraged brand awareness and product sampling when and where consumers needed it the most. More than 428,000 consumers from 50 states and 100 countries visited the Restrooms, and the brand saw record shipments significantly higher than forecasted during the campaign and afterwards. The successful event was repeated in 2007 and has been a huge marketing success for the brand.
IM MS&L received an honorable mention in the PR Innovation of the Year category for the breakthrough research and model. MS&L wanted to best determine who influencers are and better understand how they spread word of mouth, so the agency conducted the Conversation Catalysts study that quantified the volume of word of mouth at more than 1.5 billion impressions per day. IM MS&L married MS&L’s 10 years of experience executing influencer marketing campaigns with this groundbreaking research to create the IM MS&L Model – a proprietary tool the agency uses to design and execute IM campaigns.
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