Bathroom tissue is a competitive category with low levels of brand loyalty. The challenge for Cashmere was to convince their target, who are socially active, ambitious women, to buy its brand even when it’s being sold at a higher price point than its competitors. So, Cashmere needed a new way to connect with them.

The average adult uses the toilet six to eight times a day, but two million consumers have difficulty using restroom stalls. It’s called shy bladder. The brand saw this condition as a way to provide help to Canadians who suffer from the condition and to leverage this insight as a way to create a positive brand experience.

To help deflect anxiety, Cashmere targeted that critical moment of anxiety when shy bladder hits, by installing a device in bathrooms that live streams music to cover the sound of your stream. The brand made the playlist available online for anyone to use.

They created a network of interactive units and placed them in public bathrooms, mainly in office towers and urban, upscale restaurants.

With 61% of its target admitting to using their mobile phone while on the toilet, supporting this program on mobile would be crucial to extending its reach.

While the campaign is still new, initial home scan readings are showing an immediate positive impact on sales. After eight weeks, the Cashmere installation was used over 2.17 million times – creating an incredible 38,500 daily Cashmere branded bathroom tissue experiences across offices and restaurants and exceeding reach by nearly 20%. This suggests a preference, for now streaming units versus a traditional bathroom experience.

With almost 10 million impressions delivered across this campaign, the brand has provided help to more than 65% of Canadian shy bladder sufferers by merely creating a positive public bathroom encounter so they could go.