White Cloud enlists mobile voting and triples campaign results
By Mark Hamstra
June 27, 2014
White Cloud made its coupons mobile friendly
/* Style Definitions */
mso-padding-alt:0in 5.4pt 0in 5.4pt;
By adding mobile to an annual campaign this year, White Cloud bathroom tissue brought a new level of excitement and urgency that helped to triple results.
White Cloud facial tissue has increased threefold the number of consumers
participating in a campaign it is conducting in partnership with Childrens
Miracle Network Hospitals after the tissue brand implemented some changes to
make this years promotion more mobile-friendly. Most significantly, itallowed consumers to vote every hour on their favorite tissue-box design a new facet of the campaign facilitated by mobile.
This year the program was definitely more mobile-friendly,
said Nadia Durasamy, marketing manager at Kruger Products. Everything was
done for the mobile setting.
With voting every hour on the hour, we knew it was going to be important to be user-friendly on mobile as well as on tablet, she said.
Last year consumers were only able to vote once per day for their favorite tissue-box design. This year the brand was able to foster ongoing engagement throughout the day by allowing hourly voting via mobile devices.
The White Cloud brand, owned by Kruger Products, optimized its Web site for mobile and worked to ensure that its messaging via email and Facebook was easy to navigate on smartphones and tablets.
White Cloud is a tissue brand sold exclusively at Walmart. This
was the second year the brand partnered with Childrens Miracle Network on the
campaign, which asks consumers to vote on tissue-box designs crafted by
children who are being treated at CMN Hospitals and then markets the Miracle
Design boxes for a limited time.
With this years mobile enhancements, the campaign drove a
50 percent increase in registrants for an accompanying sweepstakes entry in
addition to tripling the number of consumers who voted, Ms. Durasamy said.
White Cloud improved the scrolling features of its site which was not re-engineered through responsive design to improve the user experience on mobile, and also adapted its Facebook page and
tested its email blasts to ensure they were well-suited for reading on mobile
devices. The campaign is also using the hash tags#FTK, #MiracleDesigns and #HopeToItto facilitate searching via
Ryan Reyes, age 14, of New
York, was the grand-prize winner of the tissue-box design contest. He is being
treated for non-Hodgkin’s lymphoma and designed his box featuring one of his teachers
and his favorite sport, basketball. Sean Green, 12, from Stewartsville, NJ, won
second prize, and Rylee Schrader, also age 12, from Lansing, MI, won third
In the second year of its
three-year partnership, White Cloud will donate a total of $155,000 to CMN
Hospitals a $15,000 increase from 2013.
One of the ongoing aspects of the campaign is the
distribution of mobile coupons through Facebook and other platforms. While the
coupons are available digitally for consumers to download to their smartphones
and tablets, White Cloud is also distributing them via email so that shoppers
can print them at home.
We want to make sure people can use the coupons however
they want to and anywhere they want to, Ms. Durasamy said. We wanted to make
sure it was easy to search for and easy to get your coupon no matter where you
are, on desktop, mobile or tablet.
She cited research showing that a significant number of
Walmart shoppers use their mobile devices while in the store for activities
such as coupon downloads, product information searches and accessing shopping
lists (see story).
Walmart also promotes the campaign using its social media
platforms, and the effort garnered some celebrity endorsements on Twitter as
Miss America 2014 Nina Davuluri,
the national ambassador for Childrens Miracle Network Hospitals, has been
tweeting about the campaign. She is also slated to make an in-store appearance
at the Walmart store that sells the most Miracle Designs product during the
She is very active on social media
using her mobile phone, and we understand that our customers are consuming
information that way as well, Ms. Durasamy said.
In addition, former professional
football quarterback Brett Favre used Twitter, Facebook and his own Web site to
encourage his fans to vote for one of the contestants in the tissue-design contest.
That contestant, Obi Christenson, came in fourth place overall.
Most people interact on Twitter
via mobile, so this kind of support really enriched the overall contest
experience, said Meghann Craig, a spokeswoman for White Cloud.
Mark Hamstra is content director at Mobile Marketer. Reach him at