ASIA-PACIFIC – SYDNEY, AUSTRALIA, DECEMBER 3, 2010 – McCann Sydney has launched a digital campaign revolving around a microsite called “Poo Poo Island” for Kimberly Clark brand Kleenex Cottonelle Flushable Moist Wipes for Kids. The website allows mothers to share toilet-training tips, techniques, frustrations and embarrassing moments, tapping collective wisdom and offering much-needed support.
Visitors to Poo Poo Island are shown around by a travel-reporter guide and asked to assess whether they’re currently “stuck on Poo Poo Island”. Meanwhile, visitors who have successfully toilet trained a child can help stranded parents escape Poo Poo Island by leaving their best tips on how to navigate through it.
The first 600 people to share a toilet-training story on the site will receive a free sample pack of Kleenex Cottonelle Flushable Moist Wipes for Kids, while all visitors to Poo Poo Island can enter a competition to win a dream family holiday to Fiji.
Kleenex worked with some of Australia’s leading mombloggers to bring the project to life. These influential contributors feature in video-content where they share their own toilet-training experiences, as well as offering home truths on why some mums can get it wrong, and why many dads – dubbed “poo dodgers” in the world of the Island – are failing to take as much responsibility as they should.
Poo Poo Island is part of the recently launched online community kleenexmums.com.au. Based on a search-informed content strategy and website structure, the Kleenex Mums community represents Kleenex’s first move into social media in Australia and is a collaboration between the Kleenex Digital Marketing Manager, strategic and creative agency partner McCann Sydney, web developer Red Ant, and SEO specialists BruceClay Australia.
McCann Sydney strategy director Mark Pollard said of Poo Poo Island, “Parents see teaching their kids independent toilet habits as one of the final challenges in getting some of their adult-ness back. Thing is, parents are untrained in the art of toilet training themselves. Poo Poo Island’s will show parents they can make a clean break from their ‘poo selves’.”
Escape Poo Poo Island can be found at www.poopooisland.com.au.
