DownThereCare is the Cottonelle brand platform. To support it we created a hyper-targeted audience strategy— instead of making a few ads for a broad group of people, we created a ton of different ads for lots of tiny groups of people. More relevant messaging meant way more effective advertising. (duh) Creatively, our hook was a typographic realization of the specific consumer need and from there, we would deliver our pop colored DownThereCare messaging in a way that was relevant for the placement. We developed video bumpers, social video, display advertising and even CRM. Here you can see how the creative threads carry through a consistency in the work across channels that doesn’t feel repetitive because it retains that hyper targeted messaging approach. And best of all, because of a great highly-collaborative working relationship across multiple agencies (that never happens), the client was able to maximize their production dollars by reusing talent and production assets across multiple channels and agencies.