OTO One to One Interactive

Kimberly-Clark’s Cottonelle brand of bathroom tissue uses an iconic puppy mascot as the public face of their product. OTOlabs developed a desktop ScreenMate version of the Cottonelle Puppy to give consumers a chance to play with and interact with the brand right on their computer desktop.

Objectives:
Kimberly-Clark wished to find new and engaging ways to digitally interact with their customers in order to build brand loyalty. It was also important that the solution be flexible, updatateable and easily modified to serve in the many international markets the product is sold in.

Approach:
The Cottonelle Puppy ScreenMate Communicator is a branded animated desktop application (BDA) that is downloaded by the consumer from several different international Cottonelle websites (and other locations) which runs in the user’s system tray. The well-known puppy icon can be played with on the users desktop and includes over 15 different interactive tricks. New puppy tricks are updated over time, which helps keep the application fresh for the user. Features include:

•    The “Puppy Travel Log” records the puppy’s notes as he travels across the country
•    A “Puppy Tracks Sweepstakes” is integrated into the application
•    The puppy interacts with the user and can perform tricks
•    New puppy tricks are updated over time
•    “Puppy Stuff” one-click installing screensavers, wallpapers and buddy icons
•    Slide up desktop alerts for new puppy tricks
•    Seven different international versions

The application also includes a “Puppy Travel Log which records “notes from the puppy” as he travels around the country, and also includes an integrated “Puppy Tracks Sweepstakes”. The user can install screensavers, wallpapers and buddy icons with a single click. Slide up desktop alerts let the user know that new puppy tricks are available to play with.

Results:
The animated desktop Kimberly-Clark Puppy ScreenMate Communicator has been an enormously popular desktop amusement that customers interact with over a long period of time. By adding new desktop puppy behaviors over time the application extends the duration of branded interaction, and the Puppy Travel Log and Puppy Tracks Sweepstakes more deeply engage the audience.

Application usage has been excellent, with weekly reports showing 33% of users accessing the application for 30+ minutes per day, 19% at 10-30 minutes, 45% for up to 10 minutes.  49% of users have kept the application installed on their system for over 30 days, with 27% keeping it for up to 30 days.  The application has been installed and actively used by over 30% of users who have received it through our Send-To-A-Friend viral component.  Downloads has been consistent in the several months the campaign has been in place, and there has been a 50-60% monthly retention rate for all users who have installed the application. For all international Kimberly-Clark brands over 2 million Puppies have been downloaded.

The downloadable Puppy ScreenMate has been internationalized into several different international versions, including the Andrex Playful Puppy (UK), the Cottonelle Puppy (US), Hakle Puppy (Germany), Kleenex Puppy (Australia), Page Puppy (Holland), Scott Puppy (South America), and Sujay Puppy (Taiwan).

---

---