When we began concepting for The Great Debate, a campaign centered on whether users should roll over or under, we came up with the idea of asking those who work closely with toilet paper, such as a cleaning lady, to weigh it via video. We then allowed users to vote online in the debate, with additional activations on Facebook and Twitter.

The Cottonelle Roll Poll attracted 2.2 million downloads and 3,800 daily social-media interactions, a huge success for a traditionally low-involvement category. By keeping it fun and tongue-in-cheek, we were able to create a buzz that later became an award-winning campaign.