How a Magic Toilet Transformed Kohler's Digital Strategy
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Mommy blogger Elle Walker was prepping a new “What’s Up Moms?” video blog when Kohler came calling about its new touchless toilet technology. The company’s research found that parents looking for a less germ-y experience for their children could be a key target for the product.
With full creative freedom from Kohler, Ms. Walker chose a subject relevant to her current parenting situation: potty training. The resulting “How to Potty Train Your Kid in 5 Seconds” was inspired by her own family going through the process with her toddler daughter. The video, that shows parents using Kohler’s touchless toilet retrofit kit to create a “magic toilet,” has garnered more than 3.3 million views since its mid-June launch. (Ms. Walker has a track record of scoring video hits with parents; her What’s Up Moms’ parody of Iggy Azalea’s “I’m So Fancy” made into “I’m So Pregnant,” logged 5.9 million YouTube views.)
The online video is part of a larger Kohler touchless toilet campaign including TV and print. The touch- free toilet TV commercial, created by Arnold, New York, ran on network and cable in May and June and used the themeline, “In life there are some things you want to touch, and some you just don’t.” More TV advertising is planned for later this year.
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